武陵山片区商业性体育赛事IP运作及营销策略研究  

A research on IP operation and marketing strategy of commercial sports competition of Wuling Mountain district

作　　者：郑军[1] 张小林[1] ZHENG Jun;ZHANG Xiaolin(School of Sports and Science of Jishou University,Jishou 416000,Hunan,China)

机构地区：[1]吉首大学体育科学学院

出　　处：《辽宁体育科技》2019年第3期1-4,共4页Liaoning Sport Science and Technology

基　　金：吉首大学人文社会科学研究项目青年科研人才培育基金(项目编号:18SKY61)

摘　　要：运用文献资料法、专家访谈法、实地调查法、案例分析法等对武陵山区商业性体育赛事进行调查,了解目前武陵山片区赛事IP的概况、运作方式、品牌价值等,分析赛事IP运作过程中的困境,立足本土化优势,精准定位,提出优化赛事IP的运营手段以及营销策略。By using the methods of documents,expert interview,field investigation,and case analysis,this paper studies commercial sports competition in Wuling mountain district and realizes the general situation of competition IP,operation pattern,and brand value etc.;and analyses the dilemma of competition IP in operation,in order to provide some methods and strategies to optimize competition IP based on indigenous advantages and precise localization.

关 键 词：武陵山片区 商业性赛事 赛事IP 营销策略 

分 类 号：G80-05[文化科学—运动人体科学]