基于体验经济的我国商业性体育赛事开发策略研究

Research on the Development Strategy of Commercial Sports Events in China Based on the Experience Economy

采用文献资料等研究方法,对基于体验经济的我国商业性体育赛事开发策略进行分析。认为:商业性体育赛事开发应加强文化塑造;构建情感营销;强化互动体验。建议:提高文化品质和内涵,重视消费者情感需求,从产品的文化气质和内心世界需求促进消费者对赛事产品情感的培养,以更好增强体育赛事产品的体验,通过现实体验互动,成就赛事营销。

This research is based on literature review, analyzing strategies on developing commercial sports events based on experience economy. It is considered that developing commercial sports events should strengthen cultural shaping, cultivate emotions and enhence interactive experience. The suggestions are on improving cultural quality and connotation, focusing on consumers＇ emotional demand, and cultivating consumers＇ interests on sports events by knowing events themselves.