中国田径街头巡回赛发展态势及推广路径探析

Analysis on the Development Trend and Promotion Path of China Athletics Street Tour

利用文献资料法、swot分析法等探讨中国田径街头巡回赛发展态势及推广路径。研究显示:赛事具有形式新颖、兼顾专业性与娱乐性、促进夜间经济发展等优势,同时存在缺少优质赞助商、赛事宣传不足、赛事品牌尚未建立等问题,在时代发展和政策机遇下,对中国田径街头巡回赛的推广提出如下建议:以名人、名胜、名城“三名”赛事体系提高赛事名气;以精彩的比赛过程、精准的赛事受众、经典的赛事品牌“三精”赛事理念凝聚人气;以知名度、美誉度、忠诚度“三度”赛事品质提高内涵。

The development trend and promotion path of China Athletics Street Tour were discussed by using literature and swot analysis.Research shows that:the competition has the advantages of the novel form,both professional and entertaining,and there is a lack of high quality sponsors,such problems as the lack of publicity,the brand of the event has not yet been established,under the era and policy development opportunity,put forward the following Suggestions for the promotion of Chinese track and field street tour:with celebrities,famous places of interest,"three"event system improve event fame;With wonderful competition process,accurate audience,the classic brand"three fine"competition concept cohesion popularity;to improve the connotation of the“three degrees”of popularity,reputation and loyalty.