我国体育产业发展及营销策略思考

Reflections on the Development of China's Sports Industry and Marketing Strategy

随着我国经济的快速发展,国民收入增加,生活质量提高,对物质文化与精神文化的需求也都在随之提升,由此产生了更加多元化的体育需求,进一步提升了从事体育服务产品生产和经营活动的人员数量,这不仅有助于促进体育事业规模的不断壮大,而且也促使体育产业化受到了整个社会的高度关注。本文从体育产业的行业现状入手,分析体育产业及体育营销策略中存在问题并提出改进策略,以期为我国体育产业发展及体育营销策略优化提供意见及建议。

With the rapid development of China's economy,the increase of national income,the improvement of quality of life,the demand for material culture and spiritual culture is also increasing,resulting in a more diversif ied demand for sports,and further enhance the number of personnel engaged in the production and operation of sports services products,which not only helps to promote the growing scale of sports,but also promote the industrialization of sports by the whole society of high concern.Starting from the current situation of the sports industry,this paper analyzes the problems in the sports industry and sports marketing strateg y and puts for ward the improvement strateg y,so as to provide opinions and suggestions for the development of Sports Industry and the optimization of sports marketing strategy in China.