山东省大型体育节庆活动的特色探析与启示  

Characteristics and revelation of major sports festival activities in Shandong Province

作　　者：崔宗祥[1] 蔡书荣 邓建伟[3] 

机构地区：[1]山东体育学院体育艺术系,山东济南250102 [2]山东服装职业学院,山东泰安271000 [3]山东体育学院研究生部,山东济南250102

出　　处：《山东体育科技》2013年第5期26-31,共6页Shandong Sports Science & Technology

基　　金：山东省社会科学基金研究重点项目"山东省大型体育节庆活动的品牌塑造及发展对策研究"(12BTYJ02)

摘　　要：对大型体育节庆活动的特色进行研究,并从中得到一些规律性的启示,对办好节庆活动具有积极的指导作用。运用文献资料、实地考察、逻辑分析等研究方法对山东省大型体育节庆活动的特色进行研究,认为:山东省大型体育节庆活动形成了以节庆本位优势为突破口,以体育主题赛事为助推力,以地区特色节庆活动和时尚创新节庆活动为表现形式,实行节庆活动条块分割的安排策略等特色优势。其发展特色对我国体育节庆有4个方面的启示:1)明晰节庆主题目标定位,彰显节庆自身特色优势;2)大力弘扬民族民间体育文化,发展节庆主题赛事;3)将节庆营销与城市营销相结合,追求节庆综合效益;4)积极探索节庆运作市场化,不断提高节庆质量。The study on characteristics of major Sports festival activities and regularity revelation can offer positive guidance to successful activities. By studying the characteristics of major sports festivals in Shandong province, with the methods of literature data, field investigation, logic analysis and other research methods, we draw a conclusion that major sports festivals in Shandong province make the standard of festivals as a breakthrough, the sports events as impetus, the regional characteristics and fashion innovation festivals as manifestation, and arrange the activities in fragmentation. The characteristics give us four revelations： First, define the target of festival theme, highlight the feature of festival; Second, vigorously carry forward national sports culture, develop the festival theme events; Third, combine festival and city marketing, pursue the festival comprehensive benefits; Fourth, actively explore the festival functioning market, constantly improve the quality of festivals.

关 键 词：体育节庆活动 山东省 发展特色 体育节事 启示 

分 类 号：G811.4[文化科学—体育学]