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论文编号：	4068
作者编号：	2220091911
上传时间：	2012/3/15 14:10:10
中文题目：	天津奥林匹克体育中心营销战略研究
英文题目：	Study on Tianjin Olympic Center Marketing Strategy
指导老师：	杨丽
中文关键字：	体育产业，体育营销，天津奥体中心，营销战略
英文关键字：	Sports industry， marketing strategy，sports marketing
中文摘要：	本文的研究目的是探讨如何最大效率的利用天津奥林匹克体育中心的优质体育资源，使其为天津的经济发展以及精神文明建设提供服务。论文以战略管理和市场营销相关理论和区域经济发展理论为指导，以天津奥林匹克体育中心的营销战略为研究对象，在对奥体中心的软硬件设施情况及天津体育产业市场需求进行充分调研的基础上，制定了奥体中心的营销战略规划，该研究从天津体育产业发展现状，以及奥体中心的功能定位出发，综合考虑区域经济发展水平及消费市场的实际需求，从产业聚集、服务营销、体验营销三个方面提出了奥体中心的战略选择，并从制度、环境、品牌、队伍、文化等五个方面进一步阐述了战略实施的具体措施和对策建议。本文全文共分六章：第一章是绪论部分，内容包括选题背景与选题意义，研究思路、方法与研究内容，以及国内外研究现状等三节内容；第二章是相关理论基础，内容涉及战略管理理论、市场营销理论，以及体育产业相关理论三部分内容；第三章是天津奥体中心的内外部环境分析；第四章是营销战略选择；第五章是战略实施与保障；第六章是本文的结论部分。本论文的创新点在于，从理论与实际相结合的角度，在对奥体中心市场定位进行科学分析的基础上，提出了天津奥体中心的战略选择，并进一步指出了战略实施的操作化建议。希望该项研究对提高天津奥体中心营销决策的科学性，并切实提升资源的利用效率，提高经济效益，进而为促进天津的两个文明建设提供有价值的探索。
英文摘要：	Purpose of this research is to explore how to maximize efficient use of Tianjin Olympic Sports Center, high-quality sports resources to the economic development of Tianjin and the spiritual civilization construction services. Papers to strategic management and marketing related theories and regional economic development theory as a guide to Tianjin Olympic Sports Center for the study of marketing strategy, software and hardware facilities in the Olympic sports industry conditions and market demand in Tianjin basis of full investigation on the development of the Olympic marketing strategy planning, the study from Tianjin sports industry development status and function of Olympic starting position, considering the level of regional economic development and the actual needs of the consumer market, gathered from industry, service marketing, experience made three Olympic marketing strategic choice, and from the system, environment, brand, team and culture to further elaborate the five specific measures to implement strategy and policy proposals. This text is divided into seven chapters: Chapter One is the introduction part, topics will include background and significance of topics, research ideas, methods and research content, and research status other three content; second chapter is related to the theoretical basis, covering strategic management theory, marketing theory and the theory of the sports industry three sections; Chapter Tianjin Olympic Sports Center's internal and external environmental analysis; Chapter is marketing strategy choice; Chapter is implementation of the strategy and security; Chapter strategic assessment; Chapter VII is the concluding part of this article. The innovation of this paper is that the combination of theory and practice from the perspective of market orientation in the Olympic Sports Center on the basis of scientific analysis, the Tianjin Olympic Sports Center made a strategic choice, and further pointed out that the implementation of the strategy of the operation of the proposed . The study hopes to improve the Tianjin Olympic Sports Center marketing decision-making more scientific and effective use of resources to enhance efficiency, improve economic efficiency, and thus to promote the construction of two civilizations in Tianjin to provide valuable exploration.
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