福州品牌赛事市场化运作现状与发展对策研究——以福州世界沙滩排球巡回赛为例

Fuzhou Brand Event Marketing Operation Situation And The Development Countermeasures——Such As the World Beach Volleyball Tour( Fuzhou Station)

利用文献法、访谈法、比较分析法等研究方法,对世界沙滩排球巡回赛(福州站)市场化运作管理机制进行归纳梳理,对其市场化运作现状进行研究分析。结果表明:福州世界沙滩排球巡回赛市场化运作缺乏长期规划,赛事宣传工作相对滞后、赛事主题活动开发深度不够、市场开发与其他部门协调不畅。并在本文中提出了发展对策,以便能够给今后福州品牌赛事的市场化运作提供一些理论和实践经验方面的借鉴。

This paper is using literature method,interview method,method of comparative analysis and so on to comb the market- oriented operation management mechanism of the World Beach Volleyball Tour（ Fuzhou Station）and analyze its operating status quo. The results showed that： market operation of Fuzhou World Beach Volleyball Tour was lack of long- term planning,work of event publicity was relatively lagged,development of the theme activity was not deep enough,coordination between the market development department and other departments is not smooth. And the developments and countermeasures has been put forward in this paper,in order to provide some theoretical and practical experiences to the market- oriented operation of Fuzhou brand sports in the future for reference.