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出 处:《体育科技》2015年第2期1-2,6,共3页Sport Science and Technology
基 金:教育部人文社会科学研究规划基金项目(13YJA890009)
摘 要:运用文献研读和专家访谈等方法,探讨了中国职业体育的差异化竞争战略的意义和构建,分析认为,在体验经济的时代背景下,面对全球化的挑战,差异化战略是中国职业体育的历史选择,塑造中国职业体育差异化的具体途径为:一是从中国传统文化汲取有益元素,打造中国特色的竞赛产品,二是采用体验营销,加强观众的参与度,满足观众的体验需求。Using methods of literature study and expert interview,this paper discusses the significance and construction of differentiation competition strategy of Chinese professional sports.It is shown that under the background of experience economy era,facing the challenge of globalization,the differentiation strategy is the historical choice of Chinese professional sports,there are two specific ways that shaped Chinese professional sports differentiation,one is to absorb useful elements from the Chinese traditional culture,to create Chinese characteristics match product,the other is using experience marketing,strengthening the participation of the audience to satisfy the audience's experience demands.
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