武术赛事市场化运作模式探索研究——以香港国际武术节的成功举办为借鉴
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摘要
文章从体育营销学角度出发,从武术赛事市场化现状及主要问题着手,运用文献资料法、专家访谈法、逻辑分析法对国内传统武术赛事市场化现状、制约因素进行归纳总结,通过分析研究香港国际武术节的成功经验,找出国内传统武术赛事市场化运作的不足之处,在此基础上,结合体育营销学知识,探析国内传统武术赛事市场化运作模式。以期为武术赛事市场化运作提供一种新思路,为进一步推动武术赛事市场化做出贡献,以分析武术赛事市场化现状及问题为研究前提,以分析香港国际武术节成功操作经验为研究基础,以武术赛事市场化模式为研究核心,以推动武术赛事市场化进程为研究目标。
The article, from the perspective of sports marketing, begins the study on Wushu tournament market present situation and main problems, using the methods of documentary, expert interview and logical analysis. To analyzes the domestic current situations of the traditional Wushu competition market, the paper summarizes factors, through analysis and study the successful experience of Hong Kong International Wushu Festival, to find out the domestic market-oriented operation shortcomings of traditional Wushu events, on this basis, combining with sports marketing knowledge, and domestic development of traditional Wushu competition marketing operation model. For Wushu competition market operation, the study provides a new way of thinking, contributes to the further marketing of Wushu tournament, to analyze "Wushu tournament market as a research premise, the present situation and the existing problems in successful operation experience from the study of the Hong Kong International Wushu Festival. Taking the Wushu tournament marketing mode as the research core, the paper promotes Wushu event marketing process as the research target".
The article, from the perspective of sports marketing, begins the study on Wushu tournament market present situation and main problems, using the methods of documentary, expert interview and logical analysis. To analyzes the domestic current situations of the traditional Wushu competition market, the paper summarizes factors, through analysis and study the successful experience of Hong Kong International Wushu Festival, to find out the domestic market-oriented operation shortcomings of traditional Wushu events, on this basis, combining with sports marketing knowledge, and domestic development of traditional Wushu competition marketing operation model. For Wushu competition market operation, the study provides a new way of thinking, contributes to the further marketing of Wushu tournament, to analyze "Wushu tournament market as a research premise, the present situation and the existing problems in successful operation experience from the study of the Hong Kong International Wushu Festival. Taking the Wushu tournament marketing mode as the research core, the paper promotes Wushu event marketing process as the research target".
引文
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[4]徐建国,纪洪海.武术赛事市场研究[J].山西师大体育学院学报,2008(4).
[5]熊胜尧.湖北省武术竞赛市场现状调查及发展对策研究[D].广西师范大学,2007.
[6]谢小龙,李传武.体育市场营销理论与微略[M].长沙:中南大学出版社,2006.
[7]李万来.体育经营管理[M].北京:人民体育出版社,2006:142-161.
[8]马铁.体育经纪人[M].北京:中国经济出版社,2002.
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