李宁10公里路跑联赛市场化运作的探讨
发布时间：2018-09-13 11:58
【摘要】：李宁10公里路跑联赛从2012年举办至今,跨越一、二线城市,共计成功举办赛事46场,不包括线上赛在内总计吸引了20多万跑者参与,赛事规模和影响力都不容小觑。对李宁10公里路跑联赛市场化运作情况进行探讨,具体方向为产品开发、运营模式、市场营销以及赞助商情况。借助文献资料法、问卷调查法、专家访谈法、数理统计法和SWOT分析法,在专家老师的指导下,筛选出李宁10公里路跑联赛市场化运作的优势、劣势、机会和威胁四要素。同时确定市场化运作的战略定位,为李宁10公里路跑联赛市场化运作的深入发展提供积极意见,也为我国其他运营主体举办中小型体育赛事提供理论依据。得出结论如下:1.李宁10公里路跑联赛经历了五年的发展,赛事规模不断扩大,路线设计独具特色,成绩更加专业化,服务水平日趋完善,并且初步形成了一个属于自己的体育赛事市场化运作的成功模式。2.李宁10公里路跑联赛在产品开发方面亟待提高,不管是实物产品开发还是竞赛产品开发都存在一定的缺陷;将赛事运作按运营主体划分的话,李宁10公里路跑联赛属于生产企业型运营模式,宣传品牌是赛事举办的主要目的,优先考虑的是长远利益;在深入了解市场需求、赛事分销、促销方面,李宁公司充分发挥了自己的长处,但就合理的营销组合来说,如何将体育赛事本身所具有的的公益性和社会效益最大化,从而吸引更多的参赛者,给主办方和赞助商带来更大的利益,是阻碍赛事水平提高的难题。3.李宁10公里路跑联赛举办的前四年中,没有真正意义上的赞助商,除了蝶之舞(中国)公司对赛事进行了三年的芯片赞助。在2016年开始正式接受赞助,赞助商分为冠名赞助商、赞助商以及媒体合作伙伴三个层次。4.李宁10公里路跑联赛市场化运作的主要优势是路线选择、报名费用、运作模式和医疗保障;主要机会存在于路跑群众基础、各城市人文环境、各城市交通状况以及各城市自然环境之中;主要劣势是赛事产品开发、宣传力度、相关活动和项目设置;主要威胁存在于市场化竞争加剧、和其他赛事合作、各城市天气状况以及和国内外赛事差距之中。5.李宁10公里路跑联赛市场化运作的战略定位是开拓型,即赛事组织者应该借助路跑热的风潮,大众体育消费能力的提高以及对健身更高层次的追求,通过良好的运作模式以及医疗保障,选择更具有人文环境和自然环境的城市,设计出更专业更吸引人的跑步路线,致力于打造国内一流路跑联赛。
[Abstract]:Li Ning's 10-kilometer road racing league, which has been held since 2012, has spanned first and second tier cities with a total of 46 successful events, excluding online events, which have attracted more than 200,000 runners. The scale and influence of the events are not to be underestimated. This paper probes into the market operation of Li Ning's 10-kilometer road race league. The specific directions are product development, operation mode, marketing and sponsorship. With the help of literature, questionnaire, expert interview, mathematical statistics and SWOT analysis, under the guidance of expert teachers, four factors of Li Ning's market operation of 10km running league are selected, such as advantages, disadvantages, opportunities and threats. At the same time, the strategic orientation of market operation is determined, which provides positive opinions for the further development of Li Ning's market operation of 10 km road running league, and also provides the theoretical basis for other operators in our country to organize small and medium-sized sports events. The conclusion is as follows: 1. Li Ning's 10-kilometer road race league has experienced five years of development, the scale of the tournament has been continuously expanded, the route design is unique, the achievements are more specialized, and the service level is becoming more and more perfect. And initially formed a successful mode of market-oriented operation of their own sports events. 2. Li Ning's 10-kilometer road race league needs to be improved in terms of product development. Whether it is physical product development or competition product development, there are certain defects; if the event operation is divided according to the main operating body, Li Ning's 10-kilometer road race league is a production enterprise-type operation model. Brand publicity is the main purpose of the event, and priority is given to long-term interests. In terms of in-depth understanding of market demand, event distribution, and promotion, Li Ning has brought its strengths into full play, but as far as a reasonable marketing mix is concerned, how to maximize the public welfare and social benefits of the sports events themselves, thereby attracting more contestants, Bringing greater benefits to organisers and sponsors is a challenge. In the first four years of Li Ning's 10 km run, there was no real sponsor, except the Butterfly Dance (China) company that sponsored the event for three years. Officially accepted in 2016, sponsors are classified as named sponsors, sponsors and media partners at three levels. 4. Li Ning's main advantages in the market-oriented operation of the 10-kilometer road race league are route selection, registration fees, operation mode and medical security; the main opportunities are based on the masses of the road runners and the humanistic environment of the cities. Among the traffic conditions and the natural environment of the cities; the main disadvantages are the product development, publicity, related activities and project setup of the event; the main threat lies in the intensification of market competition and cooperation with other sports events, The weather conditions and the gap between the cities and domestic and foreign competitions. 5. 5. Li Ning's strategic orientation in the market-oriented operation of the 10-kilometer road race league is a pioneering one, that is, the organizers of the events should make use of the trend of running on the road, the improvement of the consumption capacity of mass sports and the pursuit of a higher level of fitness. Through a good operation model and medical security, choose more humane environment and natural environment of the city, design a more professional and more attractive running route, dedicated to build a first-class domestic road racing league.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G822
[Abstract]:Li Ning's 10-kilometer road racing league, which has been held since 2012, has spanned first and second tier cities with a total of 46 successful events, excluding online events, which have attracted more than 200,000 runners. The scale and influence of the events are not to be underestimated. This paper probes into the market operation of Li Ning's 10-kilometer road race league. The specific directions are product development, operation mode, marketing and sponsorship. With the help of literature, questionnaire, expert interview, mathematical statistics and SWOT analysis, under the guidance of expert teachers, four factors of Li Ning's market operation of 10km running league are selected, such as advantages, disadvantages, opportunities and threats. At the same time, the strategic orientation of market operation is determined, which provides positive opinions for the further development of Li Ning's market operation of 10 km road running league, and also provides the theoretical basis for other operators in our country to organize small and medium-sized sports events. The conclusion is as follows: 1. Li Ning's 10-kilometer road race league has experienced five years of development, the scale of the tournament has been continuously expanded, the route design is unique, the achievements are more specialized, and the service level is becoming more and more perfect. And initially formed a successful mode of market-oriented operation of their own sports events. 2. Li Ning's 10-kilometer road race league needs to be improved in terms of product development. Whether it is physical product development or competition product development, there are certain defects; if the event operation is divided according to the main operating body, Li Ning's 10-kilometer road race league is a production enterprise-type operation model. Brand publicity is the main purpose of the event, and priority is given to long-term interests. In terms of in-depth understanding of market demand, event distribution, and promotion, Li Ning has brought its strengths into full play, but as far as a reasonable marketing mix is concerned, how to maximize the public welfare and social benefits of the sports events themselves, thereby attracting more contestants, Bringing greater benefits to organisers and sponsors is a challenge. In the first four years of Li Ning's 10 km run, there was no real sponsor, except the Butterfly Dance (China) company that sponsored the event for three years. Officially accepted in 2016, sponsors are classified as named sponsors, sponsors and media partners at three levels. 4. Li Ning's main advantages in the market-oriented operation of the 10-kilometer road race league are route selection, registration fees, operation mode and medical security; the main opportunities are based on the masses of the road runners and the humanistic environment of the cities. Among the traffic conditions and the natural environment of the cities; the main disadvantages are the product development, publicity, related activities and project setup of the event; the main threat lies in the intensification of market competition and cooperation with other sports events, The weather conditions and the gap between the cities and domestic and foreign competitions. 5. 5. Li Ning's strategic orientation in the market-oriented operation of the 10-kilometer road race league is a pioneering one, that is, the organizers of the events should make use of the trend of running on the road, the improvement of the consumption capacity of mass sports and the pursuit of a higher level of fitness. Through a good operation model and medical security, choose more humane environment and natural environment of the city, design a more professional and more attractive running route, dedicated to build a first-class domestic road racing league.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G822
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