我国啦啦操赛事的市场前景及其推广研究

发布时间：2018-05-13 13:20

本文选题：啦啦操 + 市场前景　；参考：《成都体育学院》2015年硕士论文

【摘要】：啦啦操对于我国来说属于新兴体育项目,引进至今的十余年间,乘“阳光体育”与“全民健身”之便在全国中小学及高校刮起一阵旋风。长兴不衰的势头与啦啦操赛事开展日渐成熟,吸引了更多人从不同的角度去探索啦啦操。本研究以啦啦操赛事的市场前景及赛事推广策略为主要研究对象,运用文献法、专家访谈法、逻辑分析法等对我国啦啦操发展过程进行梳理,总结、归纳其发展特征。以体育产业化发展的背景为立足点,以经济学、社会学、管理学等知识为理论工具,以我国啦啦操赛事的可持续健康发展为目标导向,以我国啦啦操项目的自身造血功能为切入点,从不同维度和层次分析了我国啦啦操赛事发展的现状、市场前景、存在环境以及推广策略,研究结果表明:一飞跃式发展成就啦啦操运动成为最受欢迎的新兴项目啦啦操运动项目引进至今,十余年间,其内容不断与世界接轨、其规模实现了飞跃式发展。纵观其发展路径,从高校到中小学,从东南沿海城市到西南偏僻农村,以星星之火到燎原之势,参与人群已遍布全国。啦啦操的内容主要包括技巧啦啦和舞蹈啦啦,不同年龄阶段不同运动层次的推广套路层出不穷。从赛事的组织管理及运行来看,我国啦啦操赛事处于健康发展的道路之上,正朝着市场化发展迈进。联系啦啦操发展实际,我国的校园啦啦操仍具有巨大的发展空间。二我国啦啦操赛事具有良好的市场发展前景我国啦啦操赛事具有良好的政策、经济环境,政府的直接支持及对其发展上的政策支持、体育产业化及相关体育项目迅猛发展的协同带动作用,为啦啦操赛事开展提供了良好的环境支持。深入研究我国啦啦操赛事的组织管理、运行机制及赛事评价发现,组织管理上能适应赛事的市场化发展,有足够的发展动力和中间协调力量,赛事能产生较为理想的直接及间接经济价值。综上,我国啦啦操赛事具有良好的市场前景。三经济学、管理学视野下啦啦操赛事存在的不足综合分析我国啦啦操赛事市场资源、赛事市场的需求——供给以及市场要素间的关联发现:我国啦啦操赛事管理体系还不够完善,人才培养模式过于单一,赛事运营模式不能满足赛事的可持续发展,融资渠道单一,精英品牌开发不充分,市场化附属产品资源开发力度不足。就赛事本身而言,参赛队伍竞技水平不足,赛事规格还未能形成较大的经济影响。四我国啦啦操赛事推广策略我国啦啦操赛事的推广要充分发挥市场的作用,坚持经济效益与社会效益相结合的指导思想,协同我国体育产业的发展联系啦啦操赛事实际,制定明确的市场开发步骤。在推广的具体操作中应将以下几点作为重点:1、加强普及力度,2、完善管理体系,3、丰富赛事组织体系,4、提高参赛队伍水平,5、强化啦啦操赛事相关品牌意识,6、加强与媒体合作力度,扩大宣传力度,7、建立良好后备人才培养模式。
[Abstract]:Cheerleading is a new sport in our country. In the past ten years or so, "Sunshine Sports" and "National Fitness" have become a whirlwind in primary and secondary schools and colleges and universities all over the country. The growing momentum and the growing maturity of cheerleading events have attracted more people to explore cheerleading from different angles. This research takes the market prospect and the competition promotion strategy of the cheerleading event as the main research object, uses the literature method, the expert interview method, the logic analysis method and so on carries on the combing, the summary, the induction of its development characteristic. Taking the background of the development of sports industrialization as the foothold, taking the knowledge of economics, sociology and management as the theoretical tool, and taking the sustainable and healthy development of the cheerleading events in our country as the goal guidance, Taking the hematopoiesis function of our country's cheerleading events as the starting point, this paper analyzes the present situation, market prospect, environment and promotion strategy of our country's cheerleading events from different dimensions and levels. The research results show that the leapfrogging development has become the most popular new item since the introduction of the cheerleading sports, its content has been in line with the world for more than ten years, and its scale has achieved a leap development. Throughout its development path, from universities to primary and secondary schools, from the southeast coastal cities to the remote rural southwest, with a spark to start a prairie fire, the crowd has spread all over the country. The contents of cheerleading mainly include skill la and dance la, different age stages and different sports levels of promotion routines emerge endlessly. From the point of view of the organization, management and operation of the events, the cheerleading events in our country are on the way of healthy development and are marching towards the market-oriented development. Linked to the actual development of cheerleading, our campus cheerleading still has a huge space for development. Second, China's cheerleading events have a good market development prospect. China's cheerleading events have good policies, economic environment, direct government support and policy support for their development. The rapid development of sports industrialization and related sports provides a good environmental support for the development of cheerleading events. An in-depth study of the organization and management, the operational mechanism and the evaluation of the event found that the organization and management can adapt to the market-oriented development of the event and have sufficient development power and intermediate coordination power. Competition can produce more ideal direct and indirect economic value. In summary, China's cheerleading event has a good market prospects. Three Economics, Management, the shortcomings of cheerleading events in China: comprehensive analysis of the market resources of cheerleading events in China, The relationship between the demand and supply of the competition market and the market elements reveals that the management system of the event is not perfect enough, the talent training model is too single, and the running mode of the event cannot meet the sustainable development of the event. The financing channel is single, the elite brand development is not sufficient, the marketing subsidiary product resources development dynamics is insufficient. As far as the competition itself is concerned, the competitive level of the participating teams is insufficient, and the competition specifications have not yet formed a greater economic impact. Fourth, the promotion strategy of our country's cheerleading events should give full play to the role of the market, adhere to the guiding ideology of combining economic and social benefits, and cooperate with the development of the sports industry in China to link up with the reality of the cheerleading events. Develop clear market development steps. In the specific operation of the promotion, we should take the following points as the key points: 1, strengthen the popularization, improve the management system, enrich the competition organization system, improve the level of the participating teams, strengthen the awareness of the brand related to the tournaments, and strengthen the cooperation with the media. To expand publicity efforts and establish a good reserve talent training model.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G837

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