宁波市国际网球赛事运作模式构成因素的研究

发布时间：2018-05-30 07:43

本文选题：宁波国际网球赛事 + 赛事运作　；参考：《宁波大学》2017年硕士论文

【摘要】：市场化、商业化、专业化逐渐成为当今大型国际化赛事主要的运作方式和追求目标,按市场规律和标准打造宁波市网球国际品牌赛事,通过赛事搭建一个推动网球运动的普及和提高,提升网球运动度和美誉度的平台。也为宁波市增添一枚有力的外交名片。本文以宁波市网球赛事为研究对象,运用文献资料法、实地调查法和专家访谈法等研究方法,对宁波市国际网球赛事的运作模式、运作要素进行分析,并对赛事的发展提出了建议。1、政府主导、市场运作是目前鄞网网形成的商业运作模式。赛事运作主体为政府部门,运作机制则采用半市场化机制。2、由于宁波国际网球赛事处于市场化、商业化探索阶段,其在实际运营模式中存在一定的不合理问题:赛事收入不合理;赛事体制与网球职业化矛盾;赛事、赞助商、媒体合作契合度不够。3、宁波国际网球赛事的运作因素:人力资源、后勤保障、预算控制、市场营销、竞赛组织等其他外部影响因素。各个因素间分工较明确。4、宁波国际网球赛事的运作策略有:品牌塑造、网络营销、市场推广。其中品牌塑造主要是通过营造系列赛事、打造赛事特色塑造宁波国际网球赛事的品牌形象,借助赞助营销助力品牌推广,提升品牌价值。网络营销是指宁波国际网球赛事借助强大的网络传播平台,进行门票的营销、赛事的宣传,以扩大目标人群,提高赛事影响力。市场推广主要是指赛事在众多媒体合作伙伴的宣传推广下实现强大的曝光率,产生一定的商业价值。
[Abstract]:Marketization, commercialization and specialization have gradually become the main operation mode and pursuit goal of the large-scale international competitions. According to the market rules and standards, the Ningbo Tennis International Brand Competition has been built. Set up a platform to promote the popularity and improvement of tennis, promote the degree of tennis and reputation. It also adds a powerful diplomatic card to Ningbo. This paper takes Ningbo tennis event as the research object, using the methods of literature, field investigation and expert interview, analyzes the operation mode and operating elements of Ningbo international tennis event. And put forward the development of the event. 1, the government led, the market operation is the current business operation mode formed by Yin net. The main body of competition operation is the government department, and the operating mechanism is semi-market-oriented mechanism. Because Ningbo International Tennis Competition is in the market-oriented stage, it is in the stage of commercial exploration. There are some unreasonable problems in the actual operation mode: unreasonable income; contradiction between competition system and tennis professionalization; match, sponsor, media cooperation degree is not enough. Logistics support, budget control, marketing, competition organization and other external factors. The operation strategies of Ningbo International Tennis match are: brand shaping, network marketing, marketing. Brand shaping is mainly through building a series of events, building the characteristics of the event to shape the Ningbo international tennis event brand image, with the help of sponsorship marketing to promote brand promotion, enhance brand value. Network marketing refers to Ningbo International Tennis event with the help of a powerful network communication platform, ticket marketing, competition publicity, in order to expand the target population and improve the impact of the event. Marketing mainly refers to the event under the promotion of many media partners to achieve a strong exposure to produce certain commercial value.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G845

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