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体育产业化、市场化是中国体育的重要发展方向,针对目前市场强化田径市场营销,发展市场调节在配置体育资源中的积极作用,努力培养田径项目资产价值是田径市场发展的基本方向。从市场营销角度,田径服务市场可又分为赞助市场和个人消费市场。本文从现行的我国体育产业总的形势下分析研究了田径产业市场营销运作的现状并在借鉴国际化的市场营销经验的基础上提出一些具体的观点,希望能对其市场的运作运行起到一点指导作用。
Sports industrialization and marketization are the important development directions of Chinese sports. In view of the current market to strengthen the track and field marketing, the development of market regulation in the allocation of sports resources in the positive role and strive to cultivate the track and field project asset value is the track and field market development of the basic direction. From the marketing point of view, track and field service market can be divided into sponsored markets and personal consumer market. Based on the current situation of China’s sports industry, this paper analyzes the status quo of marketing operation of track and field industry and puts forward some concrete views on the basis of international marketing experience, hoping to play a little role in its market operation Guidance.