产业价值链视角下我国马拉松赛事运营模式研究  

Research on the Operation Mode of Marathon Race in China from the Perspective of Industrial Value Chain

作　　者：支强[1] ZHI Qiang(Department of Physical Education,Xinzhou Teachers University,Xinzhou 034000,China)

机构地区：[1]忻州师范学院体育系,山西忻州034000

出　　处：《体育文化导刊》2018年第10期104-109,共6页Sports Culture Guide

基　　金：忻州师范学院体育系重点学科资助

摘　　要：运用文献资料、数理分析、专家访谈等方法,从产业价值链视角探讨马拉松赛事在运营过程中如何盈利、如何提升赛事的服务水平和扩大赛事的影响力等。认为:目前我国马拉松赛事存在"产业链意识"不够强,结构单一,资金、运作效率低,市场开发能力较低及商业化相对较弱等问题。建议:提高参与度;增加优质内容;打造专业性与娱乐性平衡以及增强传播属性等,推动未来我国马拉松赛事的合理发展。Using literature reviews,mathematical analysis,expert interviews and other research methods,the overall operation of China's marathon events have been discussed from the perspective of industrial value chain,to explore how profitable marathon events are in the operation process,and how to improve the service level of the events and expand the influence of the events.It is believed that the current"marine chain awareness"in China's marathon is not strong enough;The structure is single;The capital and operation efficiency are low;The market development ability is low and the commercialization is relatively weak.Through the promotion of participation to increase the quality of events;Create a professional and recreational balance,and enhance the distribution of events to build a future development strategy for the marathon in the industry value chain.

关 键 词：体育经济 产业价值链 马拉松赛事 运营模式 

分 类 号：G822.8[文化科学—体育训练]