产业链视角下马拉松赛事盈利能力提升路径研究  

Research on the path of improving marathon’s profitability from the perspective of industry chain

作　　者：穆彤 史国生[1] MU Tong;SHI Guosheng(Graduate Dept.of Nanjing Physical Education Institute,Nanjing 210014,Jiangsu,China)

机构地区：[1]南京体育学院研究生部,江苏南京210014

出　　处：《辽宁体育科技》2021年第5期45-50,共6页Liaoning Sport Science and Technology

基　　金：南京市体育局横向课题“南京市创建全民运动健身模范市实施计划”制定项目。

摘　　要：运用文献资料法对马拉松产业的相关研究进行整理汇总,分析马拉松赛事运营中出现的问题,构建马拉松赛事产业价值链。就马拉松赛事的盈利能力提升提出:向后一体化改造提高利润率,自媒体运营和价值变现,创新传播方式提高赞助效益,大数据提供精准化营销,锁定跑者日常跑步培训和运动康复,定制化服务促进跑步用品和衍生品销售,体育旅游体验和盈利一同提升等策略。By using the methed of literature,the relevant research on the marathon industry is sorted out and the problems in the operation of the marathon race are analyzed in combination with the actual situation,so as to build the industrial value chain of the marathon race.Based on the analysis,it is proposed to improve the profitability of marathon events:backward integrated transformation to increase profitability;self-media operation and value realization;innovative communication methods to improve sponsorship benefits;big data to provide precision marketing;to lock runners in daily running training and sports rehabilitation;customized services to promote sales of running supplies and derivatives;sports tourism experience and profitability are improved together.

关 键 词：马拉松赛事 产业链 盈利能力 

分 类 号：G822.8[文化科学—体育训练]