衡水湖国际马拉松赛的运营特点及存在的问题

发布时间：2018-06-22 11:50

本文选题：衡水湖 + 马拉松赛事　；参考：《宁波大学》2017年硕士论文

【摘要】：马拉松比赛当前已经成为打造城市品牌、树立城市经济、体育、文化形象的重要平台之一,也是综合竞技体育和群众体育为一体大型赛事之一。而衡水市目前在京津冀一体化协同发展过程中,正在着力打造北方生态旅游休闲度假基地,对衡水湖的资源进行开发利用,使其知名度大大增加。衡水湖从2012年开始已经举办了5届,为宣传衡水,打造衡水湖品牌特色做出了巨大的贡献,也为提升城市整体文明奠定了基础。相较于国内首屈一指的马拉松比赛,衡水湖国际马拉松赛事依旧有其发展的空间,有可以继续完善的地方。在这样的背景下,本文以“衡水湖国际马拉松赛”为研究对象,结合衡水的实际情况,打造马拉松赛事品牌,提升城市建设质量,不断吸取往届办赛出现的教训和其他赛事曾经出现的问题,为衡水湖国际马拉松赛事的知名度提升进行详细的分析,以便衡水的经济等都能得到带动性的增长。根据这个目的,对衡水湖国际马拉松赛事的详细情况进行了分析,并对其是否能对衡水产生带动性的发展进行了分析讨论,对其优点进行总结,分析其不足,通过深入系统的分析,得出以下结论:1、衡水湖国际马拉松赛需要不断的扩大,在这个过程中,衡水湖国际马拉松赛的影响力也不断加深,使得衡水市的经济、社会都有所发展,社会名片也将更加丰富,同时对保护衡水湖的生态环境起到了重要的作用。2、衡水湖国际马拉松赛组委会的机构设置较为合理,但还需要更好的进行合作沟通,使得赛事的管理体制更加完善。3、通过对衡水湖国际马拉松赛发展的分析,运用用灰色理论方法中的灰色关联得知与实际投资关联度最大的是计划投资,并且运用灰色预测得知总赞助费在未来三年呈上升趋势,全程马拉松参赛人数稳步上升,半程增幅较小,迷你发展较快。4、衡水湖国际马拉松赛事运营成本浪费大,赛事的品牌形象和附属项目以及媒体宣传需进一步开发。5、衡水湖国际马拉松赛的奖励情况、配套相关活动、综合保障措施相对完善,但也有待提高。
[Abstract]:Marathon has become one of the most important platforms for building city brand, city economy, sports and cultural image, and it is also one of the major events in which competitive sports and mass sports are integrated. In the process of the integration of Beijing-Tianjin-Hebei integration, Hengshui City is making great efforts to build the north eco-tourism leisure resort base, and to develop and utilize the resources of Hengshui Lake, so that its popularity will be greatly increased. Hengshui Lake has held five sessions since 2012. It has made great contributions to the promotion of Hengshui and the brand characteristics of Hengshui Lake, and has also laid the foundation for promoting the overall civilization of the city. Compared with the leading marathon in China, Hengshui Lake International Marathon still has room for development and can be further improved. Under this background, this paper takes "Hengshui Lake International Marathon" as the research object, combines the actual situation of Hengshui, builds the marathon race brand, enhances the city construction quality, Learning from the lessons of the previous events and the problems of other events, the paper makes a detailed analysis of the promotion of Hengshui Lake International Marathon, so that Hengshui's economy can be increased with speed. According to this purpose, the detailed situation of Hengshui Lake International Marathon is analyzed, and the development of Hengshui is analyzed and discussed, and its advantages and disadvantages are summarized. Through in-depth and systematic analysis, we can draw the following conclusion: 1, Hengshui Lake International Marathon needs to be continuously expanded. In this process, the influence of Hengshui Lake International Marathon has also been deepened, which has made Hengshui City's economy and society develop somewhat. Social business cards will also be more abundant, and at the same time, it has played an important role in protecting the ecological environment of Hengshui Lake. The organization of the Hengshui Lake International Marathon Organizing Committee is more reasonable, but it still needs better cooperation and communication. Through the analysis of the development of Hengshui Lake International Marathon, using the grey relation in the grey theory method, we know that the biggest correlation with the actual investment is the planned investment. And the grey forecast shows that the total sponsorship fee will be on the rise in the next three years, the number of participants in the full marathon will rise steadily, the increase in the half of the marathon will be small, the mini will develop faster, and the running cost of Hengshui Lake International Marathon will be wasteful. The brand image and subsidiary items of the event as well as the media publicity need to be further developed. The reward of Hengshui Lake International Marathon, the related activities, the comprehensive safeguard measures are relatively perfect, but still need to be improved.
【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】：G822.8

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