| 体育赛事营销的本质及营销观念创新研究 |
| |
| 引用本文： | 侯晋龙.体育赛事营销的本质及营销观念创新研究[J].北京体育大学学报,2006,29(5):597-599. |
| |
| 作者姓名： | 侯晋龙 |
| |
| 作者单位： | 安徽财经大学教务处,安徽,蚌埠,233041 |
| |
| 摘 要： | 采用文献资料法,以市场营销理论为视角,结合体育赛事的本体特性,对体育赛事营销活动的本质以及营销观念创新进行分析和研究.认为体育赛事营销过程是一种服务过程,是商品交换的过程,体育赛事营销的实质是一种整合营销,在此基础上提出了体验式营销、互联网营销、绿色营销、关系营销、城市营销等一系列创新赛事营销观念.
|
| 关 键 词： | 体育赛事 营销 观念创新 本质 体育赛事 赛事营销 营销观念 创新研究 Study Marketing Game Innovation Idea Essence 城市 关系营销 绿色营销 互联网营销 体验式营销 整合营销 服务过程 商品交换 营销过程 分析 |
| 文章编号： | 1007-3612(2006)05-0597-03 |
| 修稿时间： | 2005年6月17日 |
Research on the Essence and the Idea Innovation of the our Country Athletics Game Marketing Study |
| |
| HOU Jin-long.Research on the Essence and the Idea Innovation of the our Country Athletics Game Marketing Study[J].Journal of Beijing Sport University,2006,29(5):597-599. |
| |
| Authors: | HOU Jin-long |
| |
| Abstract: | Adopted the method of the documentary analysis,based on the market marketing theories as an angle of view,with the combination of the essence characteristic of the athletics game,this study conducted the analysis and research on the essence and marketing idea innovation of the athletics game marketing activities.This study indicated that the athletics game marketing process can be seen as a kind of service process as well as merchandise exchange process.The substance of the athletics game marketing is a kind of integration marketing.Accordingly this paper put forward the experience type marketing,Internet marketing, green marketing and relationship marketing. |
| |
| Keywords: | athletics game marketing idea innovation essence |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
