城市运动行销的国际案例及启示

The International Case Studies in City Sports Marketing and the Strategies

利用文献检索、专家访谈等研究方法,简述了悉尼、巴塞罗那、北京等城市体育行销案例及经验,并结合我国当下国情、体育产业概况和未来前景,体育营销业发展情况,论述了我国城市利用体育进行城市营销的可能性、问题、缺点及策略。

This paper makes an analysis of the cases of Sydney, Barcelona, Beijing and other cities in sports marketing through literature review and expert interviews. Then it discusses the possibilities, weaknesses and strategies in city sports marketing in China.