基于“三次售卖”理论的北京冬奥会场馆运营模式研究  

Beijing Winter Olympic Stadium Based on the Theory of"Three Sales"Research on Operation Mode

作　　者：张硕 马超 李智鹏[2] ZHANG Shuo;MA Chao;LI Zhi-Peng(Sport Dept of Shandong Univ,Jinan 250061,China;Winter Olympic Academy of Harbin Sport University,Harbin 150008,China)

机构地区：[1]山东大学体育学院,山东济南250061 [2]哈尔滨体育学院冬季奥林匹克学院,黑龙江哈尔滨150008

出　　处：《冰雪运动》2022年第1期68-73,共6页China Winter Sports

基　　金：山东社科规划项目(20CTYJ07);“冰雪运动学”特色学科专项项目(BXQN2001)。

摘　　要：北京冬奥会体育场馆作为冬奥会遗产的承载者,研究其高效治理模式及运营模式,探索冬奥会体育场馆“赢利模式”,挖掘场馆运营潜力,能助力体育产业高质量发展。通过对比分析索契与平昌冬奥会场馆治理经验与启示,同时引入“三次售卖”理论,对冬奥会场馆的“卖内容”“卖受众”“卖品牌”三方面探索理论逻辑与路径遵循,构建了冬奥会体育场馆的“三次售卖”系统。研究认为,北京冬奥会体育场馆的第一次“内容”售卖,要从以大型赛事为主的单一化内容售卖向多元化售卖模式转变;第二次“受众”售卖,要兼顾明确产权问题、有效开发场馆的有形资产与无形资产、开发组建专业的广告运行团队或公司的三层面内容;第三次“品牌”售卖,通过构建产品与服务的品牌模式、城市场馆与旅游的品牌模式、场馆与“物联网+”的品牌模式,以打造高品质与高质量并行的“品牌”盈利模式。As the bearer of the legacy of the Beijing Winter Olympic Games,the Beijing Winter Olympic Sports Venues should study their efficient governance mode and operation mode,explore the"profit mode"of the Venues,tap their operation potential,and help the high-quality development of the sports industry.Through the comparative analysis of sochi and Pyeongchang Olympic Venues governance experience and enlightenment,and the introduction of the"three-time sale"theory to explore the theoretical logic and path to follow the"selling content","selling audience"and"selling brand"of the Olympic Venues,the"three-time sale"system of the Olympic Venues is constructed.According to the research,the first"content"sales of Beijing Winter Olympics stadiums should change from single content sales mainly for large-scale events to diversified sales mode;The second"audience"sales should take into account three aspects:clarifying property rights,effectively developing tangible and intangible assets of the venue,and developing and establishing a professional advertising operation team or company.The third"brand"sale aims to create a"brand"profit model of high quality and high quality by constructing brand models of products and services,urban venues and tourism,venues and"Internet of Things+".

关 键 词：体育场馆 北京冬奥会 “三次售卖” 品牌营销 

分 类 号：G811.212[文化科学—体育学] G80-052