体育公共服务社会营销理论分析与体系构建

Social Marketing of Sports Public Service: Theoretical Analysis and System Construction

通过文献资料、综合分析等研究方法将社会营销理论引入体育公共服务中来,社会营销理论对于体育公共服务具有较好的适应性:影响人们的运动行为是体育公共服务的重要旨意与社会营销影响社会行为的终极目标相契合;传播运动观念是体育公共服务的重要内容与社会营销营销社会观念的核心理念相匹配;体育公共服务的普惠性与社会营销的大众性不谋而合。经济社会发展的内在规律、公共服务推行的效果提升等需要我们重新审视推行方法,社会营销为体育公共服务的推行提供了新的视角。对体育公共服务社会营销理论进行了初步的分析:体育公共服务社会营销的目标应该是促进人们体育认知的改变、体育行动的改变进而实现体育行为的改变;营销的主体应该包括政府、体育协会、体育非盈利组织、影响力个人等;营销对象除了广大公众外还包括特定的社会组织、团体等;营销渠道应该多元;实施整合营销的战略。构建了体育公共服务社会营销的基本体系,包括体育公共服务社会营销的调查、目标群体的细分与目标的确立、产品的定位、分销渠道选择、方案的制定、实施、控制与评估等。

This paper incorporates into sports public service the social marketing theory,which has a high adaptability to sports public service. Influencing people＇s behavior is an important purpose of sports social service,which coincides with the ultimate goal of social marketing to impact on social behavior. As an important part of sports public service,communicating perceptions on sports matches the core concept of social marketing. Sports public service and social marketing are in perfect agreement in their inclusiveness. The inherent law of economic and social development and the need for an enhanced effectiveness of public services call for a reexamination of the promotional methods,and social marketing serves this purpose,providing a new perspective. The paper conducts a preliminary analy-sis of the social marketing theory of sports public service. The goal of sports public service should be to promote change in sport perceptions and sport actions,with a view to changing sport behavior. The main marketing body should include the government,sports associations,nonprofit sport organizations,and influential individuals. Marketing should target not only the general public but also specific social organizations and groups. Marketing channels should be diversified. An integrated marketing strategy should be implemented. The paper constructs a basic social marketing system of sport public service,which subsumes surveying,subdividing of target groups,goal setting,positioning of products,distribution channels selection,and program development,implementation,control and evaluation,etc.