奥运城市营销的实证研究  

Empirical Research on the Marketing of Olympic Cities

作　　者：丁励翼[1] 王岩[2] 陈伟民[1] 

机构地区：[1]上海师范大学体育学院,上海200234 [2]上海体育学院经济管理学院,上海200438

出　　处：《成都体育学院学报》2012年第10期31-34,共4页Journal of Chengdu Sport University

基　　金：上海师范大学博士科研启动基金(307-A-3501-12-002013)

摘　　要：以北京奥运会为例,采用文献法、个案法和数理统计法并结合城市营销理论,对奥运城市营销问题进行了深入的实证研究,目的在于验证奥运城市营销的具体效果。研究结果表明:通过北京奥运会的举办,北京在投资和人才两个方面都有了显著的提高,分别从申办前的9.26%和3.88%的年均增长率提高到申办后的19.93%和28.75%。然而,在旅游方面未见明显的增长,旅游年均收入增长率仅从申办前的12.28%改变为申办后的13.25%。据此,文章提出若干建议以供未来的奥运城市借鉴和参考。Depending on literature, case study, mathematical statistics and city marketing theory, the paper takes the Beijing Olympic Games for example to conduct an empirical research on the marketing of the Olympic cities, the pur- pose which is to examine the specific effect of the Olympic city marketing. The research results indicate that by hosting the Olympic Games, Beijing has improved significantly in both investment and talents. However, obvious growth is not witnessed in tourism in Beijing, with an average annual revenue growth rate only c to 13.25% after the bid. Accordingly, this paper puts forward some suggestions for ies. hanging from 12.28% before the bid the future of the Olympic hosting cit-

关 键 词：城市营销 奥运会 效应 

分 类 号：G80-05[文化科学—运动人体科学]