我国地掷球运动市场化推广探析

发布时间：2018-05-01 22:06

本文选题：中国 + 地掷球　；参考：《西安体育学院》2015年硕士论文

【摘要】：地掷球运动自1984年引入我国以来,作为一种新兴的体育运动项目,经过30多年的发展,其竞技水平的不断提高,在我国的普及程度得到了快速发展。然而,尽管地掷球运动在我国得到了一定的普及和发展,其普及程度与其他发达国家和地区相比仍处于落后水平,尤其是地掷球运动市场化的发展在我国目前仍处于停滞不前的状态。为了更好的促进地掷球运动在我国的推广,培育地掷球市场,发展相关产业,本文通过查阅大量的文献资料、走访多位相关专家,并向从事地掷球运动行业的教练进行问卷调查,在此基础上针对我国地掷球运动市场化发展当前存在的制约因素以及大众化发展和市场化开发的优势和劣势进行分析,并对我国地掷球运动的发展趋势提出了进行市场化的发展策略。研究发现:第一,虽然我国地掷球运动竞技水平提高较快,但是发展过程中仍存在着多方面的问题。包括场地情况分布不均;缺乏对地掷球专业人员培养的组织和机构;相关媒体对地掷球运动宣传力度不够;地掷球专业队训练的管理体制不够完善,没有构成长效的发展机制;地掷球运动目前市场化单一,市场供大于求等。第二,我国地掷球的大众化发展急需市场化运作来进行促进。第三,通过对我国地掷球运动市场化发展的预测分析,可以看出我国地掷球在市场化发展方面具有重要的市场机遇和市场潜力,消费群体包括老、少、中、青所有人群,地掷球器材行业的发展潜力巨大。第四,对我国地掷球运动市场开发的优劣势分析得出,优势主要表现为具有良好的群众,而劣势不足主要是各地区发展不平衡,相应管理体制不健全,专业人才资源匮乏。针对当前地掷球运动在我国的发展现状和问题,研究对地掷球运动在我国的市场化运作提出以下发展策略建议:第一,创办高校地掷球俱乐部增加社区参与人群。第二,完善体制,着重发展第一阶段性比赛(即普通组),让更多的人参与进来,感受到地掷球运动所带给他们的乐趣。第三,创建地掷球运动品牌赛事,挖掘地掷球运动无形资产,开发与赛事相关产品,扩大经费来源。第四,加强地掷球教练员队伍建设,逐渐提高专职化教练员比列,提高教练员执教水平。第五,充分挖掘潜在观众群体,培养忠实球迷【1】,扩大地掷球运动人口比例。第六,进一步加强有关部门对地掷球运动市场化开发有效政策的制定和推广。
[Abstract]:Since the introduction of ground-throwing in 1984, as a new sports event, after more than 30 years of development, its competitive level has been continuously improved, the popularity of the degree of rapid development in China. However, despite the popularity and development of ground-throwing in China, its popularity is still in the backward level compared with other developed countries and regions. Especially the market-oriented development of ground-throwing is still stagnant in our country. In order to promote the promotion of ground-throwing in our country, cultivate the market and develop related industries, this paper, through consulting a lot of literature, visited many related experts. On the basis of the questionnaire survey of coaches engaged in the field of ground throw sports, the author analyzes the existing restriction factors, the advantages and disadvantages of the popular development and the market development of the ground throw sports in China. And put forward the development strategy of marketization to the development trend of our country ground throw ball. The results show that: first, although the competitive level of ground-throwing in China has improved rapidly, there are still many problems in the process of development. Including uneven distribution of the ground; lack of professional personnel training organizations and institutions; related media to the ball throwing campaign propaganda is not enough; ground throwing professional team training management system is not perfect, does not constitute a long-term development mechanism; The ground throw ball movement is market-oriented at present single, the market oversupply exceeds the demand and so on. Secondly, the popularization of ground throw in our country needs to be promoted by market operation. Third, through the prediction and analysis of the market-oriented development of China's land throwing, we can see that our country has important market opportunities and market potential in the development of the market. The consumer groups include the old, the young, the middle and the young. The development potential of ground throw equipment industry is huge. Fourthly, by analyzing the advantages and disadvantages of the market development of ground-throwing sports in China, it is concluded that the advantages are mainly reflected in the good masses, while the disadvantages are mainly the imbalance of development in various regions, the unsound management system and the shortage of professional talent resources. In view of the current situation and problems of the development of the ground throw in our country, this paper puts forward the following development strategies for the marketing operation of the ground throw in our country: first, to establish the university ground throw club to increase the crowd of community participation. Second, improve the system, focus on the development of the first stage of competition (that is, ordinary groups), let more people participate in, feel the ground throw to them the fun. Third, the establishment of ball throwing brand events, the mining of intangible assets, the development of related products and the expansion of funding sources. Fourth, strengthen the team construction of ground throw coaches, gradually improve the full-time coaches, improve the teaching level of coaches. Fifth, fully tap the potential audience, train loyal fans, and expand the proportion of the population of ground throwing. Sixth, the relevant departments to further strengthen the development of market-oriented ball throwing effective policy formulation and promotion.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G849.9

【相似文献】