基于体验营销的体育赛事品牌建设分析  

An Analysis of Constructing the Experience Marketing of Sporting Events Brand

作　　者：张平[1] 胡泯[2] 

机构地区：[1]中国民航飞行学院体育部,四川广汉618307 [2]攀枝花学院体育部,四川攀枝花617000

出　　处：《吉林体育学院学报》2011年第4期41-42,125,共3页Journal of Jilin Sport University

摘　　要：体育赛事所能带来经济效益和社会效益得到了越来越多人的关注,建设体育赛事品牌也就成为体育赛事管理发展的一个趋势。体验经济不同于以往的任何一种经济,顾客在体验经济时代提出了更高的要求,但目前,在体验经济来临的背景下,国内外有关如何进行体育赛事品牌建设的研究还比较少。在梳理了相关概念和理论之后,试图从理论基础的角度探讨运用营销建设体育赛事品牌的策略。More and more people concern the economic and social benefits brought from the sporting events,and so it is a trend to construct the sporting events brand of the sporting events management.Experience marketing is quite different from any former kinds of economy because the customers have asked for higher requirements in the experience marketing.Yet,there are now less kinds of researches on how to construct sporting events brands.After carding the corresponding concepts and theories,this paper,from the point of theory,tries to discuss the strategies of applying the constructing the marketing of the brands of the sport events.

关 键 词：品牌管理 体育赛事 体验营销 

分 类 号：G80-05[文化科学—运动人体科学]