西安城墙国际马拉松市场化运作现状与发展对策分析  

Current Situation and Countermeasures of Marketing Operation of Xi’an City Wall International Marathon

作　　者：郝宏钟[1] 田运涛[1] 缪祥如[1] 

机构地区：[1]山东大学体育学院,山东济南250061

出　　处：《唐山师范学院学报》2012年第5期81-83,共3页Journal of Tangshan Normal University

摘　　要：对西安城墙国际马拉松市场化的运作现状与发展进行分析和研究,并提出发展对策:推进赛事管理体制和运行机制改革;探索市场化商业模式,推进西安城墙国际马拉松赛的市场化运作;加强品牌建设,提升赛事影响力。The paper made an in-depth analysis and research of the marketing operation status and development of Xi＇an City Wall International Marathon and offered some countermeasures： firstly, to promote the reform of management system and operation mechanism; secondly, to explore market-oriented business models to promote marketing operation of Xi＇an City Wall international marathon; Thirdly, to strengthen brand building to enhance the influence of the event.

关 键 词：西安城墙国际马拉松 市场化运作 发展对策 

分 类 号：G812.17[文化科学—体育学]