仁川亚运会“乱象”之启示  

The Enlightenment of Incheon Asian Games ＂Chaos＂

作　　者：汪玮琳[1] 罗文靖 

机构地区：[1]赣南师范学院体育学院

出　　处：《赣南师范学院学报》2016年第3期95-97,共3页Journal of Gannan Teachers' College(Social Science(2))

摘　　要：通过文献资料法、逻辑分析法对2015年仁川亚运会中出现的种种＂乱象＂进行分析研究,发现中韩日＂三国＂垄断金牌榜,竞赛项目含金量不高,赛事缺乏＂关注度＂;当今国际经济潮流不景气,韩国财政拮据,对大型赞助商的吸引力很小;亚运会市场营销不畅,收入不高,给赛事组办方带来巨大的经济压力;韩国政府对赛事重视度不够,亚组会竞赛管理疏忽等问题.认为应统筹兼顾亚运会项目＂瘦身＂与亚洲特色项目＂保留＂二者关系;变革办赛模式,提升文化品牌价值;建立专业的组织管理机构,提升赛事的管理水平,促进赛事的顺利举办;建立专业化的市场营销团队开拓市场,打造赛事品牌,增加赛事的收入等.This article analyzes all kinds of chaos occurring in Incheon Asian Games by means of document material and logical analysis,which find out that China,South Korea and Janpan monopolized the gold-medal table,the value of the event is not high,thus it lacks attention. The current economy is not good,neither is Korean finance,therefore,it is not easy to attract large sponsors. It also brings huge economic pressure to event organizers because of poor Asian Games marketing and low income. The South Korean government attaches insufficient importance to the event and the Asian Games organizer neglects its management. In the author＇s opinion,it is necessary to balance the relationship between the Asian Games projicts ＂ slimming＂ and Asian feature projects ＂ reserving＂,to reform the event mode,to enhance the brand value culture,to sep up a professional organization and management,to enhance the management level of competition,to promote the smooth event,to establish specialized marketing team,to create brand,to increase the income,etc.

关 键 词：仁川亚运会 乱象 启示 

分 类 号：G80[文化科学—运动人体科学]