现代城市营销中的体育营销策略研究

【作者】 赵方珂；

【导师】 李文辉；

【作者基本信息】 南京师范大学 ， 体育教育训练学， 2005， 硕士

【摘要】 当今世界的同益全球化、信息化和商业化,对城市的发展产生了巨大的影响,并使城市产生了前所未有的变化。城市之间的竞争在不断加剧,因此,如何适应经济的全球化和信息化的形式,按照市场经济的要求,通过改善城市环境、优化城市产业结构、整合城市资源,组合城市资本和塑造城市的形象,以实现城市保值、增值的城市营销,已成为当今城市市政当局制定政策时重点关注的问题。城市的管理已不再只是满足于对城市产品的自吹自擂,而是通过理性的、逻辑的方法及创新的理论来拟订城市长期的营销策略,通过城市营销有效整合城市资源,促进城市的发展。 今天,体育赛事对我们社会的影响与日俱增,越来越多的城市已经意识到通过举办体育赛事可以挖掘城市自身的潜能,能够给城市带来潜在的和长远的利益、并能够成为一个城市实现管理目标的工具。本文通过对体育的社会价值分折,并认为体育与城市营销之间具有潜在的协同优势;但同时,体育给城市带来的潜在的风险和问题也可能对这种协同优势产生危害。 最后,以巴塞罗那为案例,通过剖析巴塞罗那利用体育进行城市营销的技巧,探悉体育与城市营销有机结合(协同)的条件,并希望以此给我国相关城市的城市营销活动以有益的启迪。更多还原

【Abstract】 The globalizing and commercializing would have a great impact on the cities development. The phenomenon of globalization, commercialization and the rise of the information era have induced and intensified competition among cities. According to the market economy, the authorities of city need to use the city marketing to improve the environment, optimize the structure of the product, conformity the resource, built the image of city in order to accommodate this change and accelerate the development. The management of city is not a self-glorification for their product, the authorities of city should establish a long-term city marketing strategy to accelerate the development of city.Recently, the impact of the sports events on our society is increasing day by day. As a consequence, more and more cities become aware of the potential benefits they may derive from acquiring and organizing such events. Indeed, sports can be an instrument to reach objectives of urban management. In this paper, we focus on the principles of city marketing as an instrument of urban management, followed by a discussion of the social values of sports and concluded that there are potential synergies between sports and city marketing; on the other hand, the risks and potential problems that brought by the sports will harm to the potential synergies.Finally, we concluded the condition to realize the synergy between the sports and city marketing by analyzing the experience of Barcelona to enlighten the city marketing of our country.更多还原