中国体育舞蹈公开系列赛商业价值开发的研究

发布时间：2018-04-12 11:34

本文选题：体育舞蹈 + 体育舞蹈赛事　；参考：《北京体育大学》2017年硕士论文

【摘要】：中国体育舞蹈公开系列赛是中国体育舞蹈联合会推出的年度性体育舞蹈赛事,是当前国内级别最高的体育舞蹈比赛之一。目前,赛事商业价值开发仍仅限于冠名费、报名费及门票等初级层次,商业化水平较低。充分认识中国体育舞蹈公开系列赛商业价值开发的现状及问题,认真归纳、总结赛事商业价值开发中存在的问题,探讨更加科学的商业价值开发策略,帮助赛事主办单位、承办单位更好的开发赛事的商业价值,无疑是一个具有重要意义的研究课题。研究采用文献资料法、访谈法、问卷调查法、数理统计法研究方法,借助一定范围和层次的调查与分析的基础上,对中国体育舞蹈公开系列赛商业价值开发现状进行研究,遵循发现问题、分析原因及寻找对策的逻辑思路,剖析赛事商业价值开发中存在的问题及制约因素,在此基础上探索能够更好促进中国体育舞蹈公开系列赛商业价值开发的对策。研究的主要目的是充分挖掘中国体育舞蹈公开系列赛的可利用资源,为中国体育舞蹈公开系列赛的商业价值的开发找准市场、细分定位市场,开辟中国体育舞蹈公开系列赛事商业价值开发的新模式,为主管部门的科学决策提供理论支持。通过研究,得到如下基本结论:1、历经8年的中国体育舞蹈公开系列赛还处于发展初期,赛事体系还在不断变革和完善中,还没有形成成熟、稳定的赛事体系。2、中国体育舞蹈公开系列赛拥有较高的商业价值,其商业价值资源主要涵盖赛事无形资产、赛事广告资源、赛事门票资源、赛事参赛费资源及赛事的赞助资源等五个方面。3、中国体育舞蹈公开系列赛在赛事冠名权、场地广告以及参赛费开发的情况较好,而对媒体、门票、赞助商的开发情况一般。4、中国体育舞蹈公开系列赛赛事的收入来源少,整体水平低,经济效益一般。如果没有赞助商的资金介入和政府的支持,公开系列赛很难运营。5、中国体育舞蹈公开系列赛在商业价值开发中存在的主要问题,表现在四个方面,一是赛事品牌影响力不够,二是资金来源渠道不够丰富,三是赛事宣传力度不足,四是赛事的赞助商规模较小。
[Abstract]:China Sports Dance Open Series is an annual sports dance competition launched by China Sports Dance Federation, and is one of the highest level sports dance competitions in China.At present, the development of the commercial value of the event is still limited to the primary level, such as naming fee, registration fee and ticket, and the level of commercialization is low.Fully understand the current situation and problems of the commercial value development of the open series of sports dance in China, sum up and summarize the problems existing in the development of the commercial value of the sports events, explore more scientific strategies for the development of the commercial value, and help the organizers of the events,Undertaking a better development of the business value of the event is undoubtedly an important research topic.The research adopts the methods of literature, interview, questionnaire, mathematical statistics, and on the basis of certain scope and level of investigation and analysis, studies the present situation of the development of commercial value of open series of sports dance in China.Following the logic train of thought of finding problems, analyzing the reasons and finding the countermeasures, analyzing the problems and restricting factors in the development of the commercial value of the events,On this basis, it explores the countermeasures to promote the development of commercial value of open series of sports dance in China.The main purpose of the study is to fully tap the available resources for the open series of Chinese sports dance, to find the right market for the development of the commercial value of the open series of sports dance in China, and to subdivide the market.To open up a new model for the development of commercial value of open series of sports dance events in China, and to provide theoretical support for the scientific decision of competent departments.Through the research, we get the following basic conclusion: 1, after 8 years of open series of sports dance in China, it is still in the early stage of development, the competition system is still under constant change and perfection, and it has not yet formed and matured.The stable competition system. 2. The open series of Chinese sports dance has high commercial value. Its commercial value resources mainly cover the intangible assets of the event, the advertising resource of the event, the ticket resource of the event.Competition fee resources and sponsorship resources, etc. 3. Chinese sports dance open series in the event naming rights, venue advertising and the development of competition fees are better, while for the media, tickets,The development of sponsors is generally. 4, the Chinese sports dance open series event revenue source is small, the overall level is low, the economic benefit is average.Without the financial intervention of sponsors and the support of the government, it would be very difficult to operate the open series. The main problems in the development of commercial value of the open series of Chinese sports dance are manifested in four aspects: first, the brand influence of the event is not enough.Second, the source of funds is not rich, the third is the lack of publicity, and the fourth is the small scale of sponsors.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J722.8

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