体育城市建设背景下城市体育形象营销的SWOT分析——以晋江为例

SWOT Analysis of City's Sports Image Marketing Under the Construction of the Sports City——Jinjiang as an Example

采用文献资料、比较分析和逻辑推理等方法,对晋江体育城市体育形象营销的SWOT(优势、劣势、机遇、威胁)进行了系统的分析。研究结果表明:晋江有政策、人文、经济等六方面优势,为晋江体育城市营销体育形象奠定了坚实的基础;同时,晋江也存在城市建设不足、体育用品制造业规模不大等五方面的劣势,有全球兴起打造体育城市热潮、海峡西岸经济区迅速崛起等机遇以及存在国际、国内、周边、企业总部外迁方面的威胁,并针对晋江体育城市体育形象营销提出战略规划、产品和营销传播等三方面的策略。

The paper adopts documentary method, comparative analysis and logical reasoning methods to analyze the ＂SWOT＂ （ strengths, weaknesses, opportunities, threats ） of jinjiang sports city sports image marketing. The results show that jinjiang exhibits great advantages in politics, human, economy and so on which are basic elements for the jinjiang sports city sports image marketing. At the same time, there are also restricting factors from insufficient construction, small sports goods manufacturing. The opportunities are global boom to make sports city, and the rapid rise of the west coast of the strait economic zone. On the other hand, there are threats of international , domestic, peripheral, enterprise headquarters moved. The strategies are analyzed from following aspects： strategic planning, product and marketing communication regarding the sports image marketing of jinjiang sports city.