摘要
运用文献资料法、专家访谈法、实地调查法、案例分析法等对武陵山区商业性体育赛事进行调查,了解目前武陵山片区赛事IP的概况、运作方式、品牌价值等,分析赛事IP运作过程中的困境,立足本土化优势,精准定位,提出优化赛事IP的运营手段以及营销策略。
By using the methods of documents,expert interview,field investigation,and case analysis,this paper studies commercial sports competition in Wuling mountain district and realizes the general situation of competition IP,operation pattern,and brand value etc.;and analyses the dilemma of competition IP in operation,in order to provide some methods and strategies to optimize competition IP based on indigenous advantages and precise localization.
作者
郑军
张小林
ZHENG Jun;ZHANG Xiaolin(School of Sports and Science of Jishou University,Jishou 416000,Hunan,China)
出处
《辽宁体育科技》
2019年第3期1-4,共4页
Liaoning Sport Science and Technology
基金
吉首大学人文社会科学研究项目青年科研人才培育基金(项目编号:18SKY61)
关键词
武陵山片区
商业性赛事
赛事IP
营销策略
Wuling mountain district
commercial events
competition IP
marketing strategy
