长城马拉松营销策略研究

发布时间：2018-02-04 23:45

本文关键词： 长城马拉松赛事营销营销策略　出处：《北京体育大学》2017年硕士论文　论文类型：学位论文

【摘要】：长城马拉松赛是在我国马拉松运动热潮中诞生的新型赛事,其以文化象征为主要理念,以满足大众健身需求为主要目的。它的举办顺应了国家经济与体育事业的发展需求,同时也是北京市田径运动协会实体化改革中的重要尝试。本研究在阐述长城马拉松发展背景、形势等实际情况的基础之上,分析了目前长城马拉松赛事组织与市场营销的现状,并针对当前营销策略提出了赛事具体营销策略的改进与发展构想。通过使用文献资料法、专家访谈法和实地考察法,本文在收集赛事基本信息的基础上,运用了PEST环境分析法与SWOT分析理论对该赛事当前所处的环境与面临的形式进行了分析。研究表明:长城马拉松诞生于我国马拉松运动的高速发展时期,经济的发展以及国家对体育产业的政策性支持为其创造了良好的市场环境;社会文化认同的加深以及体育科技的进步也为其进一步发展提供了契机。从微观上来看,该赛事的文化理念成为赛事推广过程中的关键因素,专业竞赛团队的支持也为赛事运营提供了基本保障;但在赛事创办初期,组织运营经验缺乏以及有待提高的赛事服务是当前赛事发展中亟待解决的问题;体育产业与全民健身发展的需求为赛事发展提供了机遇;而体育法制不健全、马拉松市场竞争激烈等问题则成为赛事发展过程中面临的威胁。结合市场营销组合7P理论分析,本文认为在产品策略上,该赛事应该以提升赛事服务质量为核心,注重周边产品的开发;价格上,积极的市场调研有助于赛事形成自有的定价体系,提高价格竞争力;在分销渠道上,应拓宽信息传播的渠道,加强与各界的合作,深度挖掘赛事的媒体价值;在赛事促销策略上,应巧妙运用促销组合工具,积极制定创新的促销策略。在人员策略上,应注重赛事组织与服务人员整体素质的培养与提升;在有形展示策略上,将无形服务有形化,提高消费者对竞赛产品的认知;在过程策略上,注重细节服务,增强赛事服务体验。本文进一步提出了长城马拉松营销策略的发展构想:明确职能,完善赛事运行机制;明确赛事定位,树立长远发展目标;提升赛事服务,培养稳定的参赛群体;紧抓赛事文化内涵,注重品牌效应。
[Abstract]:The the Great Wall Marathon is a new type of event born in China's marathon movement, whose main idea is cultural symbol. In order to meet the needs of the public fitness for the main purpose, it is in line with the national economic and sports development needs. At the same time, it is also an important attempt in the reform of Beijing Athletic Association. This study is based on the development background and situation of the Great Wall marathon. This paper analyzes the present situation of the organization and marketing of the Great Wall marathon, and puts forward the improvement and development conception of the specific marketing strategy for the current marketing strategy. Experts interview method and field investigation method, this paper collects the basic information on the basis of the event. In this paper, the PEST environment analysis method and the SWOT analysis theory are used to analyze the current environment and the form of the event. The results show that:. The Great Wall Marathon was born in the period of rapid development of marathon movement in China. The development of economy and the policy support of the country to the sports industry have created a good market environment for the sports industry. The deepening of social and cultural identity and the progress of sports science and technology also provide an opportunity for its further development. From a micro point of view, the cultural concept of the event has become a key factor in the promotion process of the event. The support of the professional competition team also provides the basic guarantee for the competition operation; However, in the initial stage of the event, the lack of organization and operation experience and the need to improve the service of the event are the problems to be solved in the current development of the event. The demand of sports industry and the development of national fitness provides an opportunity for the development of sports events. But the sports legal system is not perfect, the marathon market competition is fierce and so on the question becomes the event development process to face the threat. Combined with the marketing combination 7p theory analysis, this article thinks in the product strategy. The competition should improve the service quality of the event as the core, pay attention to the development of peripheral products; In price, positive market research is helpful to form its own pricing system and improve its price competitiveness. In the distribution channel, we should broaden the channel of information dissemination, strengthen the cooperation with all walks of life, and dig deeply the media value of the competition. In the competition promotion strategy, we should skillfully use the promotion combination tool, positively formulate the innovation promotion strategy, in the personnel strategy, should pay attention to the competition organization and the service personnel overall quality training and the enhancement; In the visible display strategy, the invisible service should be visible, and the consumers' cognition of the competition products should be improved. In the process strategy, pay attention to the detail service, enhance the event service experience. This article further put forward the the Great Wall marathon marketing strategy development idea: clear the function, perfect the running mechanism of the event; Define the position of the event and set up the long-term development goal; Improve the service of the event, train a stable group of participants; Grasp the cultural connotation of the event, pay attention to the brand effect.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G822.8

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