学校体育场馆的社会责任营销研究

Research on Social Responsibility Marketing of School Sports Stadium

学校体育场馆开展社会责任营销是突破场馆经营发展困境、推动场馆可持续发展的必然要求。采用文献资料、概念分析等研究方法,从目标用户群体、服务定位、定价战略、促销规划、合作交流、监督机制等方面对学校体育场馆的社会责任营销内容进行研究分析,为学校体育场馆的可持续发展另辟蹊径。

Social responsibility marketing of school sports stadium is an inevitable requirement for promoting sustainable development of stadium, and to break through the predicament of stadium management. By using the methods of literature and concept analysis, this paper studied and analyzed the social responsibility marketing content of school sports stadium from the aspects of target user groups, service orientation, pricing strategy, promotion planning, cooperation and communication, and supervision mechanism, so as to open up a new path for the sustainable development of school sports stadium.