我国大城市大众体育赛事市场营销的社会背景分析

Analysis on the Social Backgrounds of Sport for All Competition Marketing in Chinese Metropolises

通过文献资料法和逻辑分析法,对我国大中城市大众体育赛事的成因进行了研究。随着我国市场经济体制的建立和完善,体育产业的不断发展与壮大,我国大众体育得到了快速发展,职业体育赛事、商业赛事令人瞩目,大众体育赛事同样具有广阔的发展空间。认为我国大中城市大众体育赛事市场化运作与政府职能的转变、体育社会团体的崛起、社区体育的兴起、居民体育兴趣增强以及体育消费的增加、大中城市经济的持续增长等诸多方面有着密不可分的关系,大众体育赛事的市场化运作是发展大众体育运动的重要发展模式之一。

This thesis makes a research on the causes of the tiourishingly developed competition of Sport for All in Chinese metropolises through the means of referring to documents or dala and making logical analysis. With the increasingly setting up and perfecting of our market economic system and the development and expanding of sports industry, Sport for All develops very quickly in our country. Under this circumstance, not only professional competition or commercial competition, but also Sport for All competition gets great space for development. Therefore, the writers think that the causes of Sport for all competition＇s marketing operation in Chinese metropolises have some close relations with transformation of the govermmental functions, set up of sports social organizations, popularization of community sport, rise of the residents＇ sport interests and sports consumptions, increase of economy in these metropolises and so on. Moreover, the writers think Sport for All competition＇s marketing operation is one of the important patterns for the development of Sport for All.