广西少数民族传统节庆体育活动商业推广研究——以武鸣县“三月三”歌圩运动会为例  

Research on Commercial Promotion of Minority National Traditional Festival Athletic Activities in Guangxi——Taking "SANYUESAN" Gexu Sports in Wuming Country as an Example

作　　者：黎晓春[1] 张兆龙[1] 陆元兆[1] 王艳琼[1] 姜国安[1] 

机构地区：[1]广西师范大学体育学院,广西桂林541004

出　　处：《西安体育学院学报》2010年第4期441-444,共4页Journal of Xi'an Physical Education University

基　　金：国家社会科学基金项目(07XTY008);广西壮族自治区研究生教育创新计划项目(2009106020403M20)

摘　　要：选取武鸣县"三月三"歌圩运动会为研究个案,对广西少数民族传统节庆体育活动的商业推广进行研究。通过对武鸣县"三月三"歌圩运动会的基本情况、社会影响及商业推广的SWOT分析基础上,对武鸣县"三月三"歌圩运动会的商业推广提出产品策略、双驱动策略、文化传播、整合营销等策略。Taking ＂sanyuesan＂ GeXu sports meeting in Wttmlng county as an example, the author researched the commercial promotion of minority national traditional festival sports activities in Guangxi. According to the analyze of the basic situation, social influence and SWOT of the commercial promotion , the author gave some suggestions including product strategy , double - Drive strategy, culture communication strategy and IMC strategy of commercial promotion in the Wuming country ＂sanyuesan＂ GeXu sports meeting.

关 键 词：少数民族 节庆体育 武鸣县 “三月三”歌圩运动会 商业推广 

分 类 号：G812.47[文化科学—体育学]