大型体育赛事后期门票营销策略研究

Marketing strategy of remained tickets for large-scale sports games

门票收入是大型体育赛经营收入的主要来源之一。大型体育赛事由于赛事多,门票数量多,在门票销售后期通常会出现一些冷门赛事门票较多或大量剩余的现象,给赛事主办方带来巨大的经济损失。本研究通过对现行剩余门票促销手段的分析,找出现行促销方式中存在的不足之处,并提出对策和建议,希望对今后大型体育赛事门票营销策略的制定提供参考。

The ticket income is one of the main sources of revenue for the the large-scale sports games,because the numbers of competitions are so many that the quantities of the tickets have a lot much.At the later of the tickets are for sale,a kind of phenomenon,which a large number of tickets for the unfamiliar competitions cannot be sold out,will certainly appear.It will bring the huge economic loss for the sports event organizer.By analyzing the present marketing strategy for the surplus tickets,the article points out the shortage,and puts forward some measures and suggestions,which these suggestions will provide some helps when the organizers of the large-scale sports games make the marketing strategy of the tickets.