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论文编号：	53
作者编号：	2120052006
上传时间：	2007/6/21 12:31:45
中文题目：	大型体育赛事旅游全过程营销研究
英文题目：	The Study of the Whole Course
指导老师：	徐虹
中文关键字：	大型体育赛事旅游;全过程营销;“
英文关键字：	Large Sports Game Tourism;the
中文摘要：	随着国内外体育旅游的不断发展以及体育赛事对举办地旅游推动作用的日益凸显，举办大型体育赛事已成为各国获取外汇收入、提升旅游品牌形象的重要历史性机遇。近年来，我国体育旅游的逐渐兴起与举办大型体育赛事的日益频繁，尤其是2008北京奥运会的举办，将掀起我国大型体育赛事旅游发展的热潮。但是，由于大型体育赛事旅游涉及的主体复杂、牵涉的范围广、投入的资源多、持续的时间长、产生的影响大，其营销工作的开展必将具有较大的难度。如何借助大型体育赛事的举办提升举办目的地整个旅游行业的国际品牌形象和竞争力，实现举办地大型体育赛事旅游效益的最大化和持久化；如何协调众多营销主体的利益、充分利用一切有利的资源、针对不同赛事阶段的市场特征和营销目标实施最有效的营销策略；如何使赛前、赛中、赛后三个阶段的营销工作实现最有效地衔接和层层推进，这些都是大型体育赛事旅游营销工作中急需解决的问题。针对这些问题以及目前这一领域研究的不足，本文尝试从全过程的角度对大型体育赛事旅游营销进行系统性研究，试图为国内大型体育赛事旅游营销尤其是2008北京奥运旅游营销工作的开展提出可供参考的思路和对策。 在研究过程中，本文基于目前国内对于体育赛事旅游的概念还没有统一的界定，在对体育赛事进行分类的基础上，综合体育旅游等相关理论，提出了大型体育赛事旅游的概念、特征及其对营销的特殊要求。并且，在对目前大型体育赛事旅游营销的问题进行概括以及对国外大型体育赛事旅游营销实践进行对比分析的基础上，本文着重提出了大型体育赛事旅游全过程营销“三轮驱动模式”，认为大型体育赛事旅游营销是一个经历赛前、赛中、赛后的全过程，三个阶段缺一不可、层层推进，最终形成一个“三轮驱动”的全过程。然后，本文对模式各构成要素进行了阶段性解析，重点提出了各个阶段的营销策略。最后，本文结合北京2008奥运主题以及目前2008奥运旅游营销工作开展的现状，对我国2008奥运旅游营销各阶段的营销策略提出了建议和对策，希望能够为我国2008奥运旅游营销工作的开展提供一些参考。
英文摘要：	As the development of the sports tourism all over the world, the sports game are more and more important to the tourism development in the sponsor country. Sponsoring large sports game becomes a historical chance to improve the image of the country and to gain foreign exchange. Nowadays, as the rise of sports tourism and the sponsoring of many large sports games in China, especially the sponsoring of 2008 Olympic Games in Beijing, there is a heat development of the Large Sports Game Tourism in China. Whereas, because of its miscellaneous participants and wide involved areas, it is necessary to plough into lots of resources, to last a long time and it will have a very important effect. Therefore, the marketing practice of the Large Sports Game Tourism is not easy. So there are lots of important questions we should pay attention to, such as how to improve the whole image of the sponsor country and up grade the power of the whole tourism industry of it, how to realize the benefit of the Large Sports Game Tourism maximally and permanently, how to harmonize the interests of the multitudinous participants and make the best use of all available resource, how to choose the best marketing strategy to each phase as their market characters and marketing goals are different and how to make the marketing task of the three phase become a whole and step-up form the former to the next. They are imperative problems to be solved in the tourism marketing practice. So, aimed at solving these problems and making up the research deficiency of this field, this thesis tried to have a systemic study on the Large Sports Game Tourism Marketing at the point of the Whole Course and tried to give some valuable advice to the marketing practice of Large Sports Game Tourism in China, especially to the Beijing 2008 Olympic Games tourism. As there is no uniform definition of Sports Game Tourism, this thesis made a new definition to the Large Sports Game Tourism on the basis of the classing of the Sports Game and analyzed its characters and its marketing requires. Except this, this thesis also emphasized the “Three Wheels Drive Mode” of Large Sports Game Tourism Marketing. Based on the analysis of actuality of the Large Sports Game Tourism Marketing and the comparison with overseas cases. This paper insist that the Large Sports Game Tourism Marketing is a whole course which has three indivisible phases, namely the previous phase before the Game, the phase during the Game and the subsequent phase after the Game. The former phase drives the next and sets up a “Three Wheels Drive Course”. Then, this thesis analyzed the elements of this mode and detailed the marketing strategy of each phase according to their different market characters and marketing goals. Based on the “Three Subjects” of Beijing 2008 Olympic Games and the marketing actuality of Beijing 2008 Olympic Games tourism marketing, this thesis put forward some strategies to each phase of its marketing practice, hoping to make some valuable suggestions to Beijing 2008 Olympic Games tourism marketing.
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