高校体育赛事的市场开发探析  

Analysis on the Development of College Sports Market

作　　者：胡向东[1] 杨亚涛[2] 

机构地区：[1]云南保山学院,云南保山678000 [2]云南民族大学外国语学院,昆明650031

出　　处：《牡丹江教育学院学报》2015年第2期131-132,共2页Journal of Mudanjiang College of Education

摘　　要：我国高校的体育赛事,由于其缺少有效的体育赛事经营理念、策略及人才,高校的体育设施不健全,学生的竞技水平较低、精品赛事缺乏以及外界媒体、赞助商未给予足够重视,导致我国高校体育赛事现状并不乐观。高校的体育赛事市场开发,具有提供有力的商机、挖掘潜在的客户群,为高校提供资金支持,不断增加高校的竞技水平及带动全民健身的价值。因此,应采取树立市场化理念、增加高校体育赛事市场化实力、加强与外界的联系等市场开发策略。文章以排球为例,阐述了排球体育赛事市场化的开发模式。The current situation of the Chinese university sports events isn＇t optimistic, because they lack effective sports philosophy, strategies and personnel; college sports facilities a.re not perfect; there is a lower students＂ competitive level, a lack of quality events and external media; sponsors don＇t pay enough attention. College sports market development can supply a good business chance, dig poten- tim customers, give financial support for universities, increase the competition level and bring the value of nationwide fitness programs. Therefore, we should establish market--oriented philosophy, increase the strength of college sports market, strengthen ties with the outside world, such as market develop- ment strategy. Finally, the article, taking an example of volleyball market, describes the development modes of the volleyball sports market.

关 键 词：高校 体育赛事 市场开发 排球 

分 类 号：G80[文化科学—运动人体科学]