资源枯竭型城市运用体育营销提升其美誉度的实证研究——以辽宁阜新为例  

An empirical study on the resource exhausted city using sports marketing to promote the reputation of the city——taking Liaoning Fuxin as an example

作　　者：刘大明[1] 李春月[1] 

机构地区：[1]辽宁工程技术大学体育学院,辽宁阜新123000

出　　处：《辽宁体育科技》2016年第2期9-13,共5页Liaoning Sport Science and Technology

基　　金：2014年度辽宁省社会科学规划基金项目"资源枯竭型城市转型发展中的体育营销战略研究"(项目编号:L14BTY003)

摘　　要：运用SWOT分析法对阜新资源枯竭型城市运用体育营销提升其美誉度的内、外部因素进行分析,结果表明:阜新市只要把握外部带来的机会,积极克服内部劣势,合理规避外部威胁,有效发挥自身优势,运用体育营销提升城市美誉度,重塑城市形象是完全可行的。By using the SWOT analysis method, this paper analyzes the internal and external factors of Fuxin （known as resource exhausted city） where use sports marketing to promote city reputation, and puts forward feasible strategy of Fuxin using marketing to enhance the reputation of the city through the SWOT matrix model proposed, the research results show that： it is completely feasible for Fuxin city as long as mastering external opportunities, overcoming internal weaknesses actively ,avoiding external threats reasonably, playing the own advantages effectively, using sports marketing to enhance the reputation of the city to rebuild the city.

关 键 词：体育营销 资源枯竭型城市 阜新 美誉度 

分 类 号：G80-05[文化科学—运动人体科学]