| 基于奥运会的城市营销研究 |
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| 引用本文： | 丁励翼,袁永虹.基于奥运会的城市营销研究[J].南京体育学院学报(社会科学版),2010,24(4):53-55. |
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| 作者姓名： | 丁励翼 袁永虹 |
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| 作者单位： | 1. 上海体育学院,经济管理学院,上海,200438
2. 上海体育学院,体育休闲系,上海,200438 |
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| 基金项目： | 上海体育学院体育赛事研究中心课题，上海师范大学体育学院青年项目 |
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| 摘 要： | 通过文献资料法,对奥运主办城市的申办动机进行了剖析,并且阐述了举办奥运会可能存在的风险和可能得到的益处;举办奥运会的巨大成本及收益状况;此外,本文通过运用城市经济学的原理建立了城市供需关系模型以说明在奥运会的影响下城市的供需变化,并列举了近年来奥运主办城市借助奥运会所采取的一些营销策略,以期为今后的奥运主办城市提供城市营销方面的理论参考。
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| 关 键 词： | 奥运 城市 营销 |
Research in City Marketing Based on Olympics Games |
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| DING Li-yi,YUAN Yong-hong.Research in City Marketing Based on Olympics Games[J].Journal of Nanjing Institute of Physical Education,2010,24(4):53-55. |
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| Authors: | DING Li-yi YUAN Yong-hong |
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| Institution: | 1.School of Economics ＆ Management,Shanghai Univ.of Sports,Shanghai 200438,China;2.School of Sport Leisure,Shanghai Univ.of Sports,Shanghai 200438,China) |
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| Abstract: | Through the method of literature,it analyzed the bidding motivations for Olympic host cities,meanwhile,expounded the possible risks benefits,the huge cost brought by hosting Olympic Games,the situation of break-even in finance.In addition,by applying the principal of Urban Economics,a model of the relationships between supply demand was built to explain the change of urban supply and demand under the impact of the Olympics,as well as exemplified some marketing strategies adopted by the host cities of Olympics in recent years,so that which will provide reference in city marketing for the future host cities of Olympics. |
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| Keywords: | Olympics City Marketing |
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