基于赛事影响角度的2022奥运会营销模式探索

发布时间：2019-02-24 16:19

【摘要】：2022年我国北京与张家口地区将承办第24届冬季奥林匹克运动会。这既是对我国体育事业发展、办赛能力提升的又一次肯定,也是我国冰雪运动产业获得推广发展的重大契机。随着时代变化,当代赛事营销也出现了:赞助、广告、媒介宣传、运动场馆地标化建设、运动品牌文化构建等新的营销推广方式和方法,为了实现一个全民参与、群众认可、富有奥林匹克精神的奥林匹克冬季奥运会,提出大众性、多维度性、创新性、非营利性四点宣传营销原则,从赞助商的资质和形象加以挑选和审核,选择与2022冬奥会理念契合的赞助方;以赛事为中心,实现冰雪运动的城市营销;利用奥运赛场的影响力,赛前赛后实现赛场专业的运动地标构建;从本土冰雪文化出发,丰富赛事的内涵,打造中国化的冰雪运动赛事的四点实用性策略,进而实现提升2022冬奥会的赛事影响力的目的。
[Abstract]:Beijing and Zhangjiakou will host the 24 th Winter Olympic Games in 2022. This is not only another affirmation of the development of sports in China, but also an important opportunity for the promotion and development of the ice and snow sports industry in China. With the changes of the times, the marketing of contemporary events has also appeared: sponsorship, advertising, media propaganda, landmark construction of sports venues, construction of sports brand culture and other new ways and methods of marketing promotion, in order to achieve a universal participation, mass recognition, The Olympic Winter Olympic Games, which is full of Olympic spirit, puts forward the popular, multi-dimensional, innovative and non-profit four-point marketing principles, which are selected and examined from the qualifications and image of sponsors. Choose a sponsor that fits the idea of the 2022 Winter Olympics; Take the competition as the center, realize the city marketing of the ice and snow sports, utilize the influence of the Olympic field, realize the construction of the professional sports landmark before and after the match; Starting from the local ice and snow culture, this paper enriches the connotation of the event, creates the four practical strategies of the Chinese ice and snow sports, and then realizes the purpose of enhancing the influence of the 2022 Winter Olympic Games.
【作者单位】：镇江高等专科学校体育部;常熟理工学院体育部;
【分类号】：G811.21

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