服务营销视角下的我国体育赛事营销策略

Analysis of Marketing Strategies of China's Sports Competitions from Visual Angle of Service Marketing

从宏观经济、产业政策和消费习惯变化等方面,分析体育产业特别是体育赛事产业面临的机遇和挑战。结合当前我国赛事营销领域存在的问题,基于服务营销理念,提出我国体育赛事营销策略。如:提高服务质量,建立战略合作,加强调研,利用互联网营销,引入质量评价体系,建立中介体系,营销外包等。

It analyzed the opportunities and challenges that faced sports industry, especially sports competition industry from environment angles of macro-economy, industrial policy, changes of consumptive habit etc. and put forward the marketing strategies of China＇s sports competitions in the light of the problems existing in the sports competition marketing field of our country and based on a service marketing idea, such as enhancing service quality, establishing strategic cooperation, strengthening investigation and research, making use of intemet intensify for marketing, introducing quality-evaluating system, setting up a intermediary system, carrying out external contract marketing and so forth.