刍议中国马拉松赛事社会关系主体的价值取向
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摘要
本研究社会学视角下分析马拉松赛事的社会关系主体:地方政府、大众媒体、社会大众、职业(专业)运动员、赞助商、运营方六个主体部分。阐述他们马拉松赛事中所担任的角色同时,阐明其价值取向变化,以城市宣传、激活旅游市场的政府;以赛事为平台、实现事件营销的媒体;以健康为追求、开辟社交群体的社会大众;以刷新纪录、获取高额奖金的运动员;抓住赛事商机、开发装备市场的赞助商;扩大赛事影响力、追求赛事品牌效益的组织者。
From the perspective of sociology,this study analyzes the social relations of marathon events: local government,mass media,social masses,professional athletes,sponsors,and operators. Explain the role they play in the marathon and clarify their value orientation changes to promote the city and activate the government of the tourism market; The media that uses the event as a platform and realizes event marketing;( a) The general public,which pursues health and opens up social groups; Athletes who refresh records and obtain high bonuses; Seize the business opportunities of the event and develop the sponsors of the equipment market; The organizer of expanding the influence of the event and pursuing the brand benefits of the event.
From the perspective of sociology,this study analyzes the social relations of marathon events: local government,mass media,social masses,professional athletes,sponsors,and operators. Explain the role they play in the marathon and clarify their value orientation changes to promote the city and activate the government of the tourism market; The media that uses the event as a platform and realizes event marketing;( a) The general public,which pursues health and opens up social groups; Athletes who refresh records and obtain high bonuses; Seize the business opportunities of the event and develop the sponsors of the equipment market; The organizer of expanding the influence of the event and pursuing the brand benefits of the event.
引文
[1]关于加快发展体育产业促进体育消费的若干意见[EB/OL]. 2014-10-20. http://www. gov. cn/xinwen/2014-10/20/content_2767791. htm.
[2]关于推进体育赛事审批制度改革的若干意见[EB/OL]. 2014-12-30. http://www. sport. gov. cn/n16/n1077/n1227/6052579. html.
[3]全国性单项体育协会竞技体育重要赛事名录[EB/OL]. 2014-12-30. http://www. sport. gov. cn/n16/n1077/n1227/6052919. html.
[4]姚颂平.关于大型体育赛事选择的思考[J].上海体育学院学报. 2010(02).
[5]张颖慧,姚芹,李南筑.上海体育赛事发展的国际比较——以与纽约、伦敦、墨尔本的比较为例[J].体育科研. 2010(01).
[6]中国田径协会关于全国马拉松赛事奖金设置的规定[EB/OL].[2014-04-18]. http://www. athletics. org. cn/xhsy/2014-04-18/433990. html.
[2]关于推进体育赛事审批制度改革的若干意见[EB/OL]. 2014-12-30. http://www. sport. gov. cn/n16/n1077/n1227/6052579. html.
[3]全国性单项体育协会竞技体育重要赛事名录[EB/OL]. 2014-12-30. http://www. sport. gov. cn/n16/n1077/n1227/6052919. html.
[4]姚颂平.关于大型体育赛事选择的思考[J].上海体育学院学报. 2010(02).
[5]张颖慧,姚芹,李南筑.上海体育赛事发展的国际比较——以与纽约、伦敦、墨尔本的比较为例[J].体育科研. 2010(01).
[6]中国田径协会关于全国马拉松赛事奖金设置的规定[EB/OL].[2014-04-18]. http://www. athletics. org. cn/xhsy/2014-04-18/433990. html.