中国马拉松金牌赛事运营管理及对策
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摘要
近年来,马拉松作为一项专业运动员与业余跑友能够同场竞技的体育赛事在我国发展迅速,全国各地都在争相举办体现当地特色的马拉松赛事。但是,大部分赛事都处于起步阶段,办赛水平参差不齐,需要高水平赛事的引导。在我国,以北京马拉松、厦门国际马拉松、上海国际马拉松和扬州鉴真国际半程马拉松四大赛事为首的12家金牌赛事,在赛事水平、参赛规模、组织结构、赛事运营、市场化水平等各个方面都处于领先地位。基于此,主要运用文献资料法、问卷调查法和逻辑分析法,对中国马拉松金牌赛事运营管理模式及成效进行深入研究,研究结果如下:1)整体上,我国较高水平的马拉松赛事分布在全国是均衡的,各地赛事运行具备固定模式,并对城市和居民影响重大; 2)得出根据举办城市的特点和实际情况进行赛事定位,运用多种渠道宣传达到最佳效果等成功经验; 3)发现组织结构、赛事服务和赛事安全等存在的突出问题;4)存在大量新兴赛事缺乏经验,体制不同出现产权不清晰等制约因素; 5)提出优化组织机构,细化赛事分工;持续马拉松赛事影响时间,开展相关活动;设置赛事门槛,保证赛事水平;提高比赛观赏性,转变直播视角;提高人文关怀,增强举办城市主人翁意识的发展对策。
In recent years,marathon,as a sport event that allows professional athletes and amateur runners to compete in the same field,has developed rapidly in China. Marathon events with local characteristics are being held all over China. However,most of the events are in the initial stage,and the level of events is uneven,which require the guidance of high-level events. In China,the 12 gold label events,headed by Beijing Marathon,Xiamen International Marathon, Shanghai International Marathon and Yangzhou Jianzhen International Half Marathon,are in the leading position in the level of competition,the scale of competition,the organizational structure,the operation of the event,the level of marketization and so on. This paper makes an in-depth analysis on the operation and management mode and effectiveness of China's gold label marathon events,by using the methods of literature review,questionnaire investigation and logical analysis. The results show that: 1) On the whole,the distribution of higher level Marathon events is balanced in the whole country. The running of marathon events in different places has a fixed mode,which has a great impact on cities and residents. 2) Successful experience is obtained,such as positioning the event according to the characteristics and actual situation of the host city,using various channels to achieve the best results. 3) The prominent problems in organizational structure,service and safety are found. 4) There are many constraints such as lack of experience in emerging events,unclear property rights in different systems and so on. 5) It puts forward the development countermeasures of optimizing the organizational structure,refining the division of labor,continuing the influence time of marathon events and carrying out related activities,setting the threshold of events to ensure the level of events,improving the viewing ability of competitions,changing the perspective of live broadcasting,improving humanistic care and enhancing the sense of ownership of the host city.
In recent years,marathon,as a sport event that allows professional athletes and amateur runners to compete in the same field,has developed rapidly in China. Marathon events with local characteristics are being held all over China. However,most of the events are in the initial stage,and the level of events is uneven,which require the guidance of high-level events. In China,the 12 gold label events,headed by Beijing Marathon,Xiamen International Marathon, Shanghai International Marathon and Yangzhou Jianzhen International Half Marathon,are in the leading position in the level of competition,the scale of competition,the organizational structure,the operation of the event,the level of marketization and so on. This paper makes an in-depth analysis on the operation and management mode and effectiveness of China's gold label marathon events,by using the methods of literature review,questionnaire investigation and logical analysis. The results show that: 1) On the whole,the distribution of higher level Marathon events is balanced in the whole country. The running of marathon events in different places has a fixed mode,which has a great impact on cities and residents. 2) Successful experience is obtained,such as positioning the event according to the characteristics and actual situation of the host city,using various channels to achieve the best results. 3) The prominent problems in organizational structure,service and safety are found. 4) There are many constraints such as lack of experience in emerging events,unclear property rights in different systems and so on. 5) It puts forward the development countermeasures of optimizing the organizational structure,refining the division of labor,continuing the influence time of marathon events and carrying out related activities,setting the threshold of events to ensure the level of events,improving the viewing ability of competitions,changing the perspective of live broadcasting,improving humanistic care and enhancing the sense of ownership of the host city.
引文
[1]王辉.马拉松赛事组织与管理研究[J].湖北体育科技,2018,37(7):579-585.
[2]潘启贤.世界与我国优秀马拉松赛事组织与竞赛情况对比分析[D].北京:北京体育大学,2018.
[3]胡明洋.马拉松赛事与城市发展的联动性研究[J].辽宁体育科技,2018,40(6):39-48.
[4]湛宗祥.扬州鉴真国际半程马拉松赛事价值链分析[D].北京:北京体育大学,2018.
[5]黄宁.中国马拉松赛事赞助商的研究[D].北京:北京体育大学,2018.
[6]蒋钢强,高晓波.我国体育赛事运营模式的比较研究[J].山东体育学院学报,2009,25(10):12-17.
[7]朱菊芳.我国体育赛事运营的作用力机制和内涵式发展对策研究[J].体育与科学,2012,33(1):83-88.
[8]马磊.我国散打锦标赛赛事组织管理研究[D].北京:北京体育大学,2011.
[9]邢尊明,宋振镇.墨尔本大型体育赛事组织管理中的政府作用模式研究[J].天津体育学院学报,2011,26(3):27-31.
[10]吴培召.上海国际马拉松赛运作管理的现状分析与对策研究[D].上海:上海体育学院,2011.
[11]高丽丽.兰州国际马拉松赛的运行特征分析[D].兰州:西北师范大学,2013.
[12]孙丽媛.黄河口(东营)国际马拉松赛现状与发展对策研究[J].当代体育科技,2014,4(31):58-61.
[13]廖奥婷.北京马拉松赛事管理体制创新研究[D].北京:北京体育大学,2018.
[14]王亚静.大型体育赛事宣传报道中新媒体应用探究[J].百家论坛,2012(7):181-183.
[15]王稳,裴志伟.媒体宣传与体育赛事市场营销研究[J].中州体育,2015(9):24-28.
[16]马拉松产业加速跑起来[EB/OL].(2014-11-16)[2016-07-25]. http://sports. qq. com/a/20141116/020501.htm.
[17]刘东波,姜立嘉,吕丹.大型体育赛事风险管理研究[J].体育文化导刊,2009(3):8-12.
[18]陈以恒.体育赛事品牌建设研究:以厦门国际马拉松赛为例[D].厦门:厦门大学,2009.
[19]朱猛.我国城市马拉松赛事运行现状与管理分析[J].当代体育科技,2018,8(23):241-246.
[20]胡书芹.大型体育赛事对城市品牌知名度的影响机制研究[D].杭州:杭州师范大学,2013.
[21]谢洪伟.大型体育赛事与城市发展耦合研究[D].北京:北京体育大学,2013.
[22] How to Organize a Marathon[EB/OL].[2016-07-25]. http://www. wikihow. com/Organize-a-Marathon.
[23] Student Research Competition 2015[EB/OL].[2016-07-25]. http://www.nassm.com/Info About/Conference/Student Competition.
[24] Virgin Money Giving[EB/OL].[2016-07-25]. https://www.virginmoneylondonmarathon.com/en-gb/.
[25] Runfor Charity[EB/OL].[2016-07-25]. http://www. tcsnycmarathon. org/plan-your-race/run-in-2016/Run-for-charity.
[26] Abbot World Marathon Majors[EB/OL].[2016-07-25]. https://www. chicagomarathon. com/presscenter/world-marathon-majors/.
[27] Participation Information[EB/OL].[2016-07-25].http://www.baa.org/races/boston-marathon/participant-information.aspx.
[28] Plan YourRace[EB/OL].[2016-07-25]. http://www.bmw-berlin-marathon.com/en/plan-your-race/registrati on-2016.html.
[2]潘启贤.世界与我国优秀马拉松赛事组织与竞赛情况对比分析[D].北京:北京体育大学,2018.
[3]胡明洋.马拉松赛事与城市发展的联动性研究[J].辽宁体育科技,2018,40(6):39-48.
[4]湛宗祥.扬州鉴真国际半程马拉松赛事价值链分析[D].北京:北京体育大学,2018.
[5]黄宁.中国马拉松赛事赞助商的研究[D].北京:北京体育大学,2018.
[6]蒋钢强,高晓波.我国体育赛事运营模式的比较研究[J].山东体育学院学报,2009,25(10):12-17.
[7]朱菊芳.我国体育赛事运营的作用力机制和内涵式发展对策研究[J].体育与科学,2012,33(1):83-88.
[8]马磊.我国散打锦标赛赛事组织管理研究[D].北京:北京体育大学,2011.
[9]邢尊明,宋振镇.墨尔本大型体育赛事组织管理中的政府作用模式研究[J].天津体育学院学报,2011,26(3):27-31.
[10]吴培召.上海国际马拉松赛运作管理的现状分析与对策研究[D].上海:上海体育学院,2011.
[11]高丽丽.兰州国际马拉松赛的运行特征分析[D].兰州:西北师范大学,2013.
[12]孙丽媛.黄河口(东营)国际马拉松赛现状与发展对策研究[J].当代体育科技,2014,4(31):58-61.
[13]廖奥婷.北京马拉松赛事管理体制创新研究[D].北京:北京体育大学,2018.
[14]王亚静.大型体育赛事宣传报道中新媒体应用探究[J].百家论坛,2012(7):181-183.
[15]王稳,裴志伟.媒体宣传与体育赛事市场营销研究[J].中州体育,2015(9):24-28.
[16]马拉松产业加速跑起来[EB/OL].(2014-11-16)[2016-07-25]. http://sports. qq. com/a/20141116/020501.htm.
[17]刘东波,姜立嘉,吕丹.大型体育赛事风险管理研究[J].体育文化导刊,2009(3):8-12.
[18]陈以恒.体育赛事品牌建设研究:以厦门国际马拉松赛为例[D].厦门:厦门大学,2009.
[19]朱猛.我国城市马拉松赛事运行现状与管理分析[J].当代体育科技,2018,8(23):241-246.
[20]胡书芹.大型体育赛事对城市品牌知名度的影响机制研究[D].杭州:杭州师范大学,2013.
[21]谢洪伟.大型体育赛事与城市发展耦合研究[D].北京:北京体育大学,2013.
[22] How to Organize a Marathon[EB/OL].[2016-07-25]. http://www. wikihow. com/Organize-a-Marathon.
[23] Student Research Competition 2015[EB/OL].[2016-07-25]. http://www.nassm.com/Info About/Conference/Student Competition.
[24] Virgin Money Giving[EB/OL].[2016-07-25]. https://www.virginmoneylondonmarathon.com/en-gb/.
[25] Runfor Charity[EB/OL].[2016-07-25]. http://www. tcsnycmarathon. org/plan-your-race/run-in-2016/Run-for-charity.
[26] Abbot World Marathon Majors[EB/OL].[2016-07-25]. https://www. chicagomarathon. com/presscenter/world-marathon-majors/.
[27] Participation Information[EB/OL].[2016-07-25].http://www.baa.org/races/boston-marathon/participant-information.aspx.
[28] Plan YourRace[EB/OL].[2016-07-25]. http://www.bmw-berlin-marathon.com/en/plan-your-race/registrati on-2016.html.