厦门国际马拉松赛事商业化运作的存在问题  

On the Problems in Commercial Operation of the Xiamen International Marathon

作　　者：张守元[1] 

机构地区：[1]集美大学体育学院,福建厦门361021

出　　处：《体育科学研究》2009年第2期8-10,共3页Sports Science Research

摘　　要：为了厦门国际马拉松赛事商业化运作更具有市场,采用文献资料法、对比分析法和实证分析法,对厦门国际马拉松赛事五年来商业化运作进行系统性分析。结果表明:厦门国际马拉松赛事商业化运作缺乏长期规划,赞助商的权益、回报等方面缺乏相应的保障措施;未能发挥厦门的地理优势和著名侨乡优势,缺乏对"亲情"马拉松市场与捐赠资源的开发与规划。In order to offer the Xiamen International Marathon race with a more commercial market ,side literature,comparative analysis and empirical analysis are used to make a systematic analysis of the commercial operation of the Xiamen marathon race through the five years. The results indicate that Xiamen International Marathon Match commercial operation lacks long - term planning and proper measures to protect the rights and interests of sponsors and their profits ;and it doesnt make full use of Xiamen＇s geographical position as a famous hometown of overseas Chinese and doesnt make a good development and planning of ＂family＂ market and the marathon Donor resources.

关 键 词：厦门国际马拉松赛 商业化 运作 

分 类 号：G80-05[文化科学—运动人体科学]