基于城市营销的大型体育赛事效能分析  

Analysis on Major Sports Events Effectiveness based on City Marketing

作　　者：许兰[1] 刘苏[1] 

机构地区：[1]中国药科大学体育部,江苏南京210009

出　　处：《体育科技文献通报》2013年第8期10-13,共4页Bulletin of Sport Science & Technology

基　　金：江苏省体育局课题(项目编号:TY11311)

摘　　要：源于大型体育赛事的资源稀缺性、影响的广泛性、价值的多元性、媒体社会的高关注度之特性,鉴于大型体育赛事在资源配置中容量最大化和结构、秩序最优化之效能,及其在城市形象提升、城市品牌塑造、城市核心竞争力的提高等方面的之价值,已成为国内外许多城市进行"城市产品"营销的一个有效手段。同时城市也应根据本城市的资源状况及文化特色,基于明确的城市营销战略及目标,选择性地开展大型体育赛事来提高城市的竞争力。Because of scarcity, extensive influence, plurality of valuesand high-profile media society in large scale sports events, in view of the fact that the major sports events in the resources disposition potency of the ca- pacity maximization and the structure, the order optimization, and in the city image promotion, the city brand mold, city core competitive power aspects and so on enhancement the value, it has become the domestic and fo - reign many cities to carry on ＂the city product＂ a marketing effective method. Simuhaneously the city also should act according to own cultural special characteristic and the resources characteristic, under the explicit city market- ing strategy and the goal direction, the choice or the making appropriate mega events enhances the city the com- petitive power.

关 键 词：体育赛事 城市营销 效能 定位 

分 类 号：G811.6[文化科学—体育学]