澳网赛事本土化推进策略研究:借鉴与启示

Strategies of Localization of Australian Open Tournament:Reference and Enlightenment

为提供我国体育赛事本土化推进策略个案指导,通过文献资料等方法,对澳网赛事本土化推进策略进行分析和总结。结果表明,文化视角下澳网塑造赛事文化内涵,经济视角下澳网致力于产业体系全面开发,社会视角下澳网带动体育融入生活。对我国的借鉴与启示:通过"赛事+本土文化"模式挖掘赛事价值内涵,资本运营本土化开发赛事IP,体育生活化助推赛事本土化。

The purpose is to provide the case guidance for the localization of sports events in China. We analyzed and sum- marized the promotion strategies of the localization of the Australian Open through literature reviews and other methods. The results show that Australian Open builds its cultural connotations from the culture perspective;Australian Open is com- mitted to the comprehensive development of the industrial system from the economic perspective and Australian Open to promote sports into life from the social perspective. Enlightenment： we can excavate the connotation of the competition val- ue through the mode of ＂race ＋ local culture＂, develop the IP of the localization of the capital operation and promote the localization of the sports life.