我国健美操赛事市场开发现状及优化途径  

The current situation of and ways to optimize the development of the aerobics competition market in China

作　　者：李萍[1] 

机构地区：[1]湖南大众传媒职业技术学院体育课部,湖南长沙410100

出　　处：《体育学刊》2014年第1期53-56,共4页Journal of Physical Education

基　　金：湖南省哲学社会科学基金项目(2010YBA058);湖南省体育科学立项课题(Kt11-144)

摘　　要：对我国健美操赛事市场的构成、市场开发的现状及主要优化途径进行分析,结果认为,我国健美操赛事市场具有市场主体的"单位性",市场客体的单一性,及交易方式的多样性等特点。明确目标企业,找准赛事与企业的关联点与吻合度,提升健美操赛事产品的"质"与"量",加强健美操赛事的宣传与推广,开发健美操赛事产品是加速健美操赛事市场优化的主要途径。The author analyzed the composition of the aerobics competition market in China, as well as the current situation of and major ways to optimize the development of this market, and consequentially drew the following conclusions： the aerobics competition market in China is characterized by unit dependent market subjects, undiversified market objects, diversified trade modes etc; clearly determining target enterprises, ac-curately determining the correlation and goodness of fit between aerobics competition and enterprise, enhanc-ing the quality and quantity of aerobics competition products, strengthening the promotion and popularization of aerobics competition, and developing aerobics competition products, are major ways to speed up aerobic competition market optimization.

关 键 词：体育经济学 体育赛事 健美操 中国 

分 类 号：G80-05[文化科学—运动人体科学] G831.3[文化科学—体育学]