中国田径服务市场营销管理研究

发布时间：2018-06-30 19:09

本文选题：田径 + 田径服务市场　；参考：《北京体育大学》2001年博士论文

【摘要】： 体育产业化、市场化是中国体育发展的必然方向。针对目标市场强化田径产品营销，发挥市场调节在配置体育资源中的积极作用，努力培养田径无形资产价值才是田径市场发展的根本方向。营销学源于企业实体产品经营活动的经验总结，但它的核心思想已经被非赢利性的社会公益性组织所接受，并作为其市场活动理论的逻辑起点。虽然中国田径服务市场尚处在初级阶段，但是发展较快，积累了许多成功与失败的经验，为建立田径市场营销管理理论体系奠定了坚实基础。田径服务市场营销管理是指为实现田径服务市场营销目标，根据资源以及动态环境变化，所进行的连续不断的协调和决策过程。本文运用文献资料法、调查法、逻辑学方法、数理统计法等研究方法，对田径服务市场营销管理实践中急需解决的问题进行了深入研究，试图为田径服务市场营销者的营销决策提供理论依据。初步构建了田径服务市场营销管理基础理论体系：包括田径服务市场的概念、田径服务市场体系、田径服务产品理论、田径服务目标市场决策、田径服务产品渠道决策、田径服务产品订价决策和田径服务市场营销计划的实施控制模式。从市场结构的角度，完整的田径市场体系由田径产品生产资料市场和田径产品市场组成。田径产品市场由田径物资产品市场和田径服务产品市场组成。；田径服务产品市场由田径竞技表演服务市场、田径健身娱乐服务市场、田径无形资产服务市场、田径文化活动服务市场、田径广告服务市场和田径培训咨询服务市场组成；从营销者的角度，田径服务产品市场可分为赞助商市场和个人消费者市场。田径服务产品是指以人和设备为基础，，满足人们对田径文化需求的服务产品，它是田径服务产品的生产者向消费者提供的、基本上是无形的、在消费过程中不涉及任何事物的所有权的某项活动或利益；从营销客体来看，田径服务产品是指田径运动中具有商品属性的一切活动及其无形资产物化的表现形式。田径服务产品体系由田径赛事服务产品、田径无形资产服务产品、田径广告服务产品、田径健身娱乐服务产品、田径文化活动服务产品、田径咨询培训服务产品6条产品线组成，其中田径赛事服务产品在田径产品体系中占有核心地位。本文建立了田径赛事服务产品质量评价体系、赛事设计原则。田径服务产品营销应遵循三个基本原理即有形化原理、互动性原理和契约承诺原理。本文探讨了当代体育赞助的本质、田径赞助商市场营销原则；分析了个体消费者市场的特征。个人消费者市场对参与性服务的需求主要是长跑赛事产品，不同性质的群体对项目的选择有不同分布特点。另外，还对田径服务产品的品牌与包装、田径服务产品促销的实质及应用、田径服务产品的订价区间与方法、渠道营销模式等进行了研究。
[Abstract]:Sports industrialization , marketization is the inevitable direction of the development of China ' s sports . In order to strengthen the marketing of track and field products in the target market , play a positive role in the allocation of sports resources , efforts should be made to cultivate the value of track and field intangible assets to be the fundamental direction of the development of track and field market .

Marketing is originated from the experience summary of business entity product management activities , but its core idea has been accepted by non - profit social public welfare organizations , as the logical starting point of its market activity theory .

Although China ' s track and field service market is still in its primary stage , it has accumulated many experiences of success and failure , which has laid a solid foundation for the establishment of the theory system of track and field marketing management .

The basic theory system of track and field service marketing management is preliminarily constructed : including the concept of track and field service market , track and field service market system , track and field service product theory , field service target market decision , field service product channel decision , field service product pricing decision and track service marketing plan implementation control mode .

From the point of view of market structure , the complete track and field market system is composed of track and field product market and track and field product market . The track and field products market is composed of track and field material product market and track and field service product market .
The track and field service product market consists of track and field competitive performance service market , track and field fitness entertainment service market , track and field intangible assets service market , track and field culture activity service market , track and field advertising service market and track and field training advisory service market ;
From the marketing point of view , the track and field service product market can be divided into the sponsor market and the personal consumer market .

Track and field service products refer to service products which are based on human and equipment and meet people ' s demand for track and field culture , which is provided by producers of track and field service products to consumers , is basically invisible , and does not relate to an activity or interest of ownership of any thing during consumption ;
From the point of view of marketing , track and field service products refer to all kinds of activities with commodity attribute in track and field movement and the expression of intangible assets .

The track and field service product system consists of track and field service products , track and field intangible assets service products , track and field advertising service products , track and field fitness entertainment service products , track and field cultural activities service products and track and field consulting training service products .

This paper discusses the essence of contemporary sports sponsorship and the marketing principles of track and field sponsors .
The characteristics of individual consumer market are analyzed . The demand of individual consumer market for participation service is mainly the product of long - distance race , and different groups have different distribution characteristics to the choice of items .

In addition , the article studies the brand and packaging of track and field service products , the essence and application of field service product promotion , the pricing interval and method of field service products , channel marketing mode , etc .
【学位授予单位】：北京体育大学
【学位级别】：博士
【学位授予年份】：2001
【分类号】：G82

【引证文献】