低碳经济背景下青岛市体育旅游市场现状分析及营销模式的构建
发布时间：2018-11-13 15:10
【摘要】：现代社会,随着全球范围内工业化、现代化和城市化进程的加剧,地球大气中温室气体含量逐渐升高,异常的气候变化给人类社会带来严重影响。发展低碳经济已经成为世界各国的普遍共识。低碳经济是实现人类社会可持续发展的必然要求,也是各地进行产业结构调整和升级的核心问题。而体育产业,作为低碳经济中最具成长基础的产业,将是未来中国社会“调结构和保增长”的重要力量。体育旅游业是随着体育产业的发展而衍生出的新兴行业,正随着全世界范围内体育产业的高速发展而不断成长。体育旅游,作为一种健康的旅游和生活方式,在中国逐渐被更多的人们所接受。体育旅游市场也被很多城市关注,开始成为重点开发的新的经济增长点。特别是对作为2008奥运会帆船比赛举办城市的青岛来说,“帆船之都”的称号,正是其发展体育旅游市场、打造优势体育品牌的象征。 青岛的体育旅游业发展较早,优势突出,但在发展过程中存在诸多问题。本文在对低碳经济、体育旅游等理论进行充分研究的基础上,通过查阅大量文献资料,对相关专家走访和对旅游者调查以了解实际情况,并运用经典的竞争态势SWOT方法分析了青岛市体育旅游市场的发展现状,从内部和外部条件两个层面剖析了青岛市体育旅游业的区位优势、资源优势以及存在缺陷与威胁,并对未来青岛市体育旅游业的机遇和市场潜力进行论述。文章针对现状,提出从以体育旅游产品为中心向以体育旅游消费者的需求为中心进行转变,采用体验模式、1对1营销模式满足消费者需求；依据低碳经济发展背景,在产品定位上采用绿色营销模式,实现可持续发展；宣传上采取品牌模式；推广方式上采取文化模式、网络模式等,采取多手法、从多角度构建适宜青岛市发展体育旅游市场的整合营销模式,以期对青岛市体育旅游市场的发展提供可借鉴的研究成果。
[Abstract]:In modern society, with the industrialization, modernization and urbanization in the global scope, the greenhouse gas content in the earth's atmosphere is gradually increasing, and the abnormal climate change has a serious impact on the human society. The development of low-carbon economy has become a universal consensus in the world. Low-carbon economy is an inevitable requirement to realize the sustainable development of human society, and it is also the core problem to adjust and upgrade the industrial structure. The sports industry, as the most basic industry in the low-carbon economy, will be an important force for the future Chinese society to "adjust the structure and maintain growth". Sports tourism is a new industry derived from the development of sports industry, which is growing continuously with the rapid development of sports industry all over the world. Sports tourism, as a healthy tourism and lifestyle, is gradually accepted by more and more people in China. Sports tourism market has also been concerned by many cities, and has become a new economic growth point of key development. Especially for Qingdao, which is the host city of sailing events for the 2008 Olympic Games, the title of "sailing capital" is the symbol of developing the sports tourism market and building the superior sports brand. Qingdao's sports tourism developed earlier and had outstanding advantages, but there are many problems in the process of development. Based on the full study of low-carbon economy, sports tourism and other theories, this paper, by consulting a large number of literature, visiting relevant experts and investigating tourists to understand the actual situation, Using the classical competitive situation SWOT method, this paper analyzes the present situation of the sports tourism market in Qingdao, analyzes the location advantage, the resource advantage, the defect and the threat of the sports tourism in Qingdao from the internal and external conditions. And the future Qingdao sports tourism opportunities and market potential are discussed. In view of the present situation, the paper puts forward the change from taking the sports tourism product as the center to the sports tourism consumer's demand as the center, adopts the experience mode, 1 to 1 marketing mode to satisfy the consumer demand; According to the development background of low-carbon economy, green marketing mode is adopted in product positioning to realize sustainable development, and brand model is adopted in propaganda. In order to provide reference for the development of sports tourism market in Qingdao, we adopt cultural model, network mode and so on, and adopt many methods to construct the integrated marketing model suitable for the development of sports tourism market in Qingdao from many angles.
【学位授予单位】：山东体育学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G812.7-F;F592.7
本文编号：2329529
[Abstract]:In modern society, with the industrialization, modernization and urbanization in the global scope, the greenhouse gas content in the earth's atmosphere is gradually increasing, and the abnormal climate change has a serious impact on the human society. The development of low-carbon economy has become a universal consensus in the world. Low-carbon economy is an inevitable requirement to realize the sustainable development of human society, and it is also the core problem to adjust and upgrade the industrial structure. The sports industry, as the most basic industry in the low-carbon economy, will be an important force for the future Chinese society to "adjust the structure and maintain growth". Sports tourism is a new industry derived from the development of sports industry, which is growing continuously with the rapid development of sports industry all over the world. Sports tourism, as a healthy tourism and lifestyle, is gradually accepted by more and more people in China. Sports tourism market has also been concerned by many cities, and has become a new economic growth point of key development. Especially for Qingdao, which is the host city of sailing events for the 2008 Olympic Games, the title of "sailing capital" is the symbol of developing the sports tourism market and building the superior sports brand. Qingdao's sports tourism developed earlier and had outstanding advantages, but there are many problems in the process of development. Based on the full study of low-carbon economy, sports tourism and other theories, this paper, by consulting a large number of literature, visiting relevant experts and investigating tourists to understand the actual situation, Using the classical competitive situation SWOT method, this paper analyzes the present situation of the sports tourism market in Qingdao, analyzes the location advantage, the resource advantage, the defect and the threat of the sports tourism in Qingdao from the internal and external conditions. And the future Qingdao sports tourism opportunities and market potential are discussed. In view of the present situation, the paper puts forward the change from taking the sports tourism product as the center to the sports tourism consumer's demand as the center, adopts the experience mode, 1 to 1 marketing mode to satisfy the consumer demand; According to the development background of low-carbon economy, green marketing mode is adopted in product positioning to realize sustainable development, and brand model is adopted in propaganda. In order to provide reference for the development of sports tourism market in Qingdao, we adopt cultural model, network mode and so on, and adopt many methods to construct the integrated marketing model suitable for the development of sports tourism market in Qingdao from many angles.
【学位授予单位】：山东体育学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G812.7-F;F592.7
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