中国场景下体育品牌社群的营销策略及体育营销教学——《保持上座率,打造品牌社群》的中国解析  

Marketing Strategy and Sports Marketing Teaching of Sports Brand Community in China

作　　者：邢晓燕[1] 

机构地区：[1]首都体育学院管理与传播学院,北京100191

出　　处：《体育成人教育学刊》2017年第2期7-14,共8页Journal of Sports Adult Education

基　　金：2015年首都体育学院教育教学改革立项项目;北京市属高等学校青年拔尖人才培育计划(#CIT&TCD201404170)

摘　　要：通过我国职业足球俱乐部、马拉松赛事、美式橄榄球培训等领域的营销案例,解析《保持上座率,打造品牌社群》一文提出的体育组织品牌社群营销策略在中国社会文化背景下的应用范围以及发展趋势,认为中西方在运动营销发展历史、体育文化沉淀、体育营销理论研究上都存在明显差异。在我国体育营销课堂上讲授西方体育营销理论和实践时,应以中国市场为基准,注重中西方内外部营销环境的异同,帮助学生理解西方体育营销策略制定的逻辑。Based on the marketing cases of Chinese professional football clubs, marathon competitions and American foot- bail, the paper discusses the content of Keep the Audience Attendance Rate and Establish Brand Community and proposes application scope and development trend of marketing strategy of sports organization brand community under the back- ground of Chinese society and culture. The paper points out that there are great differences in the researches of sports marketing development, sports culture and sports marketing theory. In teaching the western sports marketing theory and practice, teachers should focus on the differences of the inner and outer marketing environment of China and the western countries and help students understand the logic of making marketing strategies.

关 键 词：足球 球迷 马拉松 体育营销 营销策略 营销教学 

分 类 号：G80-05[文化科学—运动人体科学]