我国沙滩排球运动市场化运作现状及开发策略研究  

Research on Current Situation and Developing Countermeasure Of Beach Volleyball Marketing

作　　者：崔秀云[1] 苏国庆[2] 

机构地区：[1]西安建筑科技大学体育系,陕西西安710055 [2]西安邮电学院体育部,陕西西安710061

出　　处：《四川体育科学》2009年第3期74-76,共3页Sichuan Sports Science

摘　　要：本文采用文献资料法、专家访谈法和问卷调查法等方法,对我国沙滩排球运动市场化运作的现状进行了调查,得出以下结论:我国沙滩排球运动还没有真正走入市场,以职业俱乐部形式组建的高水平运动队非常少,赛事水平不高,赛事组织对政府有很大的依赖性,广告和赛事冠名权收入是通过市场筹集资金的主要来源,基本上没有门票、赛事转播等方面的收入,媒体宣传和赛事包装做的很不到位。并针对这些问题提出了相应的对策。Through the methodologies of literature collection, expert interview, questionnaire, we investigate the current situation of beach volleyball marketing. Conclusion： Beach volleyball is still not really involved in market. The high level teams formed in professional clubs are few. Beach volleyball games mainly depend on the government. The chief funds of the game through marketing are from advertisement and the naming right of the games. It is almost not any gain of games＇ tickets and broadcast and so on. The propagation by news media and the games packaging are poor.

关 键 词：沙滩排球 市场化 现状 对策 

分 类 号：G808.22[文化科学—体育训练]