北京马拉松赛事的品牌塑造——基于“三次售卖理论”  

Branding Path of Beijing Marathon Match--Research Based on the“Three Sales Theory”

作　　者：李娟[1] 李牧遥 LI Juan;LI Muyao(College of Physical Education, Shenyang University, Shenyang 110041, China)

机构地区：[1]沈阳大学体育学院,辽宁沈阳110041

出　　处：《沈阳大学学报（社会科学版）》2021年第4期388-392,共5页Journal of Shenyang University:Social Science

基　　金：国家社会科学基金资助项目(19BTY053)。

摘　　要：运用文献资料法、逻辑分析法、对比分析法对基于“三次售卖理论”的北京马拉松赛事品牌塑造及其实现路径进行分析与研究,发现目前北京马拉松赛事相较于国外六大马拉松赛事有着一定的差距。根据“三次售卖理论”的三个售卖阶段,构建赛事运营模式并提出建议:在“卖内容”阶段,形成具有品牌特色的“拳头产品”,不断优化赛事的质量;在“卖受众”阶段,细化赛事的组织分工,提高赛事的专业服务保障;在“卖品牌”阶段,形成具有中国特色的品牌文化,依托“互联网+”模式快速发展。Based on the“three sales theory”,this article uses literature,logical analysis,comparative analysis and other methods to analyze and research the branding and realization path of Beijing Marathon.It finds out that the current Beijing Marathon has a certain degree compared with the six major foreign Marathons.According to the three sales stages of the“three sales theory”,it constructs a match operation model and puts forward recommendations:in the“selling content”stage,it is necessary to form a“high-profile product”with brand characteristics and continuously optimize the match quality;in the“selling audience”stage,it is necessary to refine the organization and division of labor and improve the professional service guarantee of match;in the“selling brand”stage,a brand culture with Chinese characteristics should be formed and rapid development should be based on the“Internet+”model.

关 键 词：北京马拉松 品牌塑造 “三次售卖理论” 体育赛事品牌 营销模式 

分 类 号：G812.7[文化科学—体育学]