体育赛事经营的营销渠道开发  

The Development of Promotion Avenue of Sport Matches

作　　者：杨静[1] 

机构地区：[1]中原工学院,河南郑州450007

出　　处：《广州体育学院学报》2004年第5期13-15,共3页Journal of Guangzhou Sport University

摘　　要：在我国体育产业化的过程中 ,要想创新体育赛事经营方式 ,充分挖掘体育的无形资产 ,形成具有自我造血功能的良性循环机制 ,就必须把体育作为一个品牌来经营。经营一个品牌就需要按市场规律办事 ,需要同其他商品一样进行市场营销 ,承担市场风险。体育营销究其实质就是利用体育赛事敛财 ,国外在这方面已具有丰富的经验 ,并逐渐形成为一门系统的新学科。我国在此领域涉足较晚 ,才刚刚起步 ,需要很好的学习借鉴并研究。In the course of sport industrialization, sport should be managed as a kind of brand in order to achieve such goals as: to bring forth new ideas about operating styles, to promote sport incorporeal property, to form a good circulatory system with the function of self sufficiency To manage a brand is to do everything according to market rules, to come to the market like other commodities, to take some risk Sport promotion, in essence is to make money via sport Other countries have much experience in this field and formed a new systematical science For China, sport promotion is just at its beginning stage Therefore we need to draw on the advanced foreign experience

关 键 词：体育赛事 经营 营销 渠道 创新 

分 类 号：G80-50[文化科学—运动人体科学]