全运会市场开发策略的初步探讨  

Consideration the Strategy on Market Development of the National Games

作　　者：赵吉峰[1] 汤敬东[1] 

机构地区：[1]曲阜师范大学体育科学学院,山东省曲阜市273165

出　　处：《曲阜师范大学学报（自然科学版）》2009年第4期125-128,共4页Journal of Qufu Normal University(Natural Science)

摘　　要：文章分析了全运会招商对象的策略重心,指出全运会要市场化运作,系统开发赛事资源;建立专业化的市场开发机构和队伍;打造全运会品牌;招商策略要灵活多样,优质服务贯穿始终,权益回报有法有据;重视全运会前期预热开发和后期保温开发.Based on the significance of market development of the National Games, the paper puts forward the ideas of market development, We analyzes the key sponsors and points out a series of problems of market development strategies： to open up the resources of sports events systematically; to build the brands of market development; to build up the specialized agencies and ranks of market development; to stick to the flexible investment strategies and high-quality services and protect the rights and rewards of sponsors by law; to pay attention to the earlier and the later stages of market development.

关 键 词：全运会 市场开发 策略 品牌 共赢 

分 类 号：G812-20[文化科学—体育学]