澳网赛事本土化推进策略研究:借鉴与启示

发布时间：2018-04-05 06:43

  本文选题：澳网赛事　切入点：本土化推进　出处：《沈阳体育学院学报》2017年02期

【摘要】：为提供我国体育赛事本土化推进策略个案指导,通过文献资料等方法,对澳网赛事本土化推进策略进行分析和总结。结果表明,文化视角下澳网塑造赛事文化内涵,经济视角下澳网致力于产业体系全面开发,社会视角下澳网带动体育融入生活。对我国的借鉴与启示:通过"赛事+本土文化"模式挖掘赛事价值内涵,资本运营本土化开发赛事IP,体育生活化助推赛事本土化。
[Abstract]:In order to provide a case guide for the localization of Chinese sports events, this paper analyzes and summarizes the localization strategy of Australian Open by means of literature and other methods.The results show that the Australian Open shapes the cultural connotation of the event under the cultural perspective, the Australian Open devotes to the comprehensive development of the industrial system under the economic perspective, and the Australian Open drives the sports into life from the social perspective.Reference and enlightenment to our country: through "the competition local culture" pattern excavates the event value connotation, the capital operation localization develops the competition event IPs, the sports life stimulates the competition localization.
【作者单位】： 华东理工大学体育科学与工程学院;哈尔滨工程大学体育部;
【基金】：2012年国家社会科学基金项目“基于服务外包理论下我国体育公共产品供给模式研究”(12BTY027)
【分类号】：G845
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本文编号：1713615