【作者】 王惠；

【导师】 雷选沛；

【作者基本信息】 武汉体育学院 ， 体育人文社会学， 2007， 硕士

【摘要】 奥运会不仅有利于完善承办城市的体育设施,促进体育事业的发展,同时也会为承办城市带来巨大的旅游经济效益,推动体育产业和旅游产业的发展。本文对北京奥运旅游产品的布局与营销策略进行研究,一是希望2008北京奥运会能成为中国旅游业的助推器,促进全国旅游业取得突飞猛进的发展,二是希望在奥运旅游经济研究上进行一些有益的探索。本文首先根据对北京奥运旅游的研究现状和现实开发状况的分析,提出了研究的现实意义,揭示了北京奥运旅游产品的内涵,并分析了其构成。接着,依据北京奥运旅游产品开发的原则对北京奥运旅游产品进行时空布局。随后,本文还运用博弈论的相关原理,分析了不同奥运旅游城市或区域间,政府与奥运旅游企业,奥运旅游经营者与消费者等的相互利益关系问题。据此,本文提出了相应的奥运旅游产品营销策略。最后,本文以奥运旅游纪念品“福娃”的市场运营作为实证研究,将相关奥运旅游产品营销策略运用其中,提出了“福娃”的后期市场运营策略。本研究认为:(1)从奥运会现象的动态过程看,由于雅典和伦敦奥运会的旅游效应影响,北京奥运会的旅游效应作用时间约为会前5年和会后2年。奥运会前、中、后期的旅游产品开发重点应该有所差别;(2)因为奥运旅游城市或区域地位、特色、条件、功能等不同,所以形成了北京奥运旅游产品的核心、联动和辐射三大区域;(3)奥运旅游的不同城市或区域间存在非零合作博弈关系;政府既不能完全脱离也不能包办奥运旅游促销;同一区域内奥运旅游大企业和小企业之间存在智猪博弈;奥运旅游经营者和消费者之间在信息完全和不完全的条件下,存在不同的行为组合。本文建议:在奥运前期、中期和后期,分别进行以主办城市自然和人文旅游资源、奥运比赛、奥运会后续节事为产品开发重点的奥运旅游产品时序布局。奥运旅游产品的空间布局如下:(1)核心区保护和经营传统旅游项目的同时,重点开展场馆、城市风貌观光、赛事观战、节庆活动、购物等奥运旅游;(2)联动区应根据各城市特点,重点开发特色奥运旅游产品。青岛开发海洋奥运旅游和工业奥运旅游;天津、秦皇岛除为北京提供后勤保障服务外,分别还应开展奥运美食、滨海度假旅游;沈阳开发足球赛事旅游;上海开展都市体育旅游;香港主办各类型的奥运文化康乐活动等;(3)辐射区主要开发中国民族传统体育、奥运训练基地等奥运旅游产品。在进行奥运旅游产品营销过程中,应该采取以下策略:整合资源,塑造奥运旅游品牌形象;建立战略联盟,努力开拓国际市场;策划多种形式的节庆活动,开展文化营销;设计制作奥运旅游纪念品,增加营销亮点;体现时代特征,开展奥运旅游绿色营销。更多还原

【Abstract】 The Olympic Games is not only advantageous in improving the city’s sports facilities and promoting the development of the sports enterprise, but simultaneously can also bring huge traveling economic benefits for the host city and impel the development of the sports industry and traveling industry. This article conducts the research on the layout and the marketing strategy of Beijing Olympic Games tourist products and aims to get some useful exploration on the research of the tourist economy of the Olympic Games. The author of this paper also hopes that the 2008 Beijing Olympic Games will become the auxiliary booster for the Chinese tourism and promote the national tourism to obtain development by leaps and bounds.According to the present research and the analysis of the reality development condition of the tourism of the Beijing Olympic Games, this paper firstly proposes the practical significance of the research, reveals the connotation of Beijing Olympic Games tourist products and also analyzes their constitution. Then, this paper carries on the space and time layout of these products based on the development principle of the Beijing Olympic Games tourism products. Afterwards, utilizing the relevant principles of game theory, this article also analyze mutual benefit relations between different Olympic Games traveling cities or regions, the government and Olympic Games traveling enterprises, the operators and consumers of the Olympic Games traveling. According to the above, this article proposes the corresponding Olympic Games tourism products marketing strategy. Finally, this article takes a real diagnosis research on the Beijing Olympic Games traveling souvenir "Friendlies" and put the Olympic Games tourism products marketing strategy into its practice and proposes the later period market operation strategy of the "Friendlies".This research considers that,(1) looking from the dynamic process of the Olympic Games phenomenon, as a result of Olympic Games’ tourism influence of Athens and London, the tourism effect response time will be approximately the previous 5 years and the latter 2 years of the Beijing Olympic Games. The development of the tourism products should have a difference emphasis in the earlier period, the intermediate stage and the later period of the Olympic Games.(2) because of the different status, the characteristics, the conditions, the functions of the Olympic Games traveling cities or regions, it has formed three ranges: the Beijing Olympic Games tourism products core, the linkage region and radiation regions.(3) different cities or regions of Olympic Games has a non-vanishing cooperation gambling relations; the government cannot be totally divorced from or completely take charge of everything in the promotion of the Olympic Games tourism; in the identical region, the big enterprise and the small business of the Olympic Games tourism have a big benefit conflicts; under the condition of obsessing the complete information or not, the Olympic Games traveling operator and the consumer have the different behavior combination.This research suggests that: in the earlier period, the intermediate stage and the later period of the Olympic Games, Olympic Games tourism product succession layout should take different focus on the nature and the humanities tourism resources of the host city, the Olympic Games competitions and the festival matters following the Olympic Games separately. The Olympic Games traveling product spatial layout is as follows:(1) the core area should protect and manage traditional tourism projects, at the same time, it should also focus on developing the sightseeing the sports venues and the cityscape, organizing the watch of the sports events, sponsoring the celebrating activities and shopping travel.(2) linkage regions should develop characteristic Olympic Games traveling products according to various cities characteristics: Qingdao develops sea Olympic Games tourism and industry Olympic Games tourism; besides providing the logistics support service for Beijing, Tianjin and Qinhangdao also should develop the Olympic Games good food and coastal vacation traveling separately; Shenyang develops soccer sports event traveling; Shanghai develops the metropolis sports traveling; Hong Kong sponsors various types culture activities of the Olympic Games.(3) radiation regions mainly develops such Olympic Games tourism products as traditional Chinese sports, Olympic Games training bases.In the process of marketing the tourism products of the Olympic Games, the following strategies should be adopted: conforming the resources, building brand image of the Olympic tourism; establishing strategic alliance and opening up international market diligently; planning many kinds of celebrating activities and carrying out culture marketing; designing the souvenirs of Olympic Games to form the marketing luminescent spot; manifesting the characteristics of the times and developing the green marketing of the Olympic tourism.更多还原