基于市场营销全过程的职业体育赛事利益相关者界定与分类

Definition and classification of professional sport event 's stakeholders on the whole process of marketing

运用文献资料法对职业体育与职业体育赛事进行理论概述,对国内外体育赛事利益相关者界定与分类研究进行评述。在此基础上,从市场营销全过程对职业体育赛事利益相关者进行界定,结论认为:投资者、项目协会、管理者、政府、赞助商、赛事生产者(运动员、教练员、裁判员)、观众和媒介确定为职业体育赛事的利益相关者。本研究把职业体育赛事利益相关者依据重要性评分原则分为核心利益相关者、次核心利益相关者、支持型利益相关者和边缘型利益相关者。

With documentation,this paper has overviewed the theories of professional sport and pro-fessional sport events and reviewed the domestic definition and classification of stakeholders of sport events. On this basis,with questionnaire survey and mathematical statistics the author defined the stakeholders of professional sport events from the whole process of marketing. The results show that club investors,associations,managers,the government,sponsors,event producers（ athletes,coach and referee）,audience and medium are identified as the stakeholders of professional sport events. Then,based on the principal of importance scores,the stakeholders of professional sport events are classified core stakeholders,sub -core stakeholders,supportive stakeholders and marginal stake-holders.