体育赛事及其赛事产品的营销学分析

Analysis of the Marketing Science for Sports Competition and Related Products

现有体育赛事理论研究多从社会学、体育学和经济学视角对体育赛事进行概念界定和产品分析,而在概念界定中没有突出消费者在赛事中的核心地位,产品的研究分析也过于简单化。随着我国体育赛事的运作模式从政府主导型向消费者主导型的转换,从营销学视角对体育赛事进行诠释和赛事产品分析显得非常必要,这将有助于体育赛事运营者从消费者视角准确掌握体育赛事及其产品的本质,提高赛事营销效率。

Current theoretical research on sports competition mainly analysis of sports competition from the perspectives of sports science and fails to highlight the core position of consumers in sports competition and focuses on the concept designation and product economics. However, the concept designation the product analysis tends to be oversimplified. With the operating model of Chinese sports competition shifting from the government - dominated one to the consumer - dominated one, it is quite necessary to interpret sports competition and related products from the perspective of managing science, which is helpful for runners of sports competition to put themselves in the position of the consumers and grasp the essence of sports competition and related products to improve the managing efficiency.