我国大城市大众体育赛事营销发展现状研究

Current Situation of Marketing Development of Mass Sports Matches in Big Cities of China

运用社会调查法对我国大城市大众体育比赛营销发展的现状进行研究。结果表明:我国大众体育赛事营销的运营规律与前景被人们忽视,大众体育比赛被看作是政府投入与福利性的活动,同时,由于人们受体育消费观念陈旧、体育市场管理不规范、法规制度不健全等因素的影响,使我国大众体育比赛营销的发展受到限制。

Through analyzing the current situation of marketing development of mass sports matches in big cities of China, the result shows that the marketing rules and outlook of mass sports matches are ignored in China, which is considered as activities of government investment and welfares. Besides, the marketing development of sports matches are confined by outmoded view on sports consuming, abnormity of sports marketing management and imperfect rules.