本文選題：運動休閑城市　切入點：定位　出處：《浙江工商大學》2008年碩士論文

【摘要】： 運動休閑城市是指具有豐富的運動休閑資源和創(chuàng)意,形成濃厚的運動休閑氛圍,富足的運動休閑設施,運動休閑產業(yè)在城市發(fā)展中形成集聚效應,最終能滿足城市居民、城市旅游者、城市投資者需要的主題城市。當今社會,隨著城市化進程加快導致城市居民的“文明病”產生和休閑時代到來,運動休閑逐漸成為我國城市居民日常生活的重要組成部分。同時,由于近年來國內一些城市在可持續(xù)發(fā)展道路上受到土地、資金、能源等要素制約,迫使城市另辟蹊徑,選擇自身比較優(yōu)勢,實現(xiàn)持續(xù)成長。運動休閑城市是依托城市現(xiàn)有優(yōu)勢,符合宜居城市、人文城市、特色城市、和諧城市等多元的要求,以其能滿足人的生存需求、迎合娛樂消費導向、創(chuàng)造城市個性價值等功能優(yōu)勢成為未來城市發(fā)展戰(zhàn)略選擇的主要方向之一。 本文共分七章。第一章是導論,介紹選題背景與研究意義、研究的基本思路與分析框架、研究方法與創(chuàng)新之處;第二章是文獻綜述,介紹國內外運動休閑發(fā)展及理論研究、城市營銷及城市品牌研究進展;第三章是理論基礎,界定運動休閑城市概念及論述研究的理論支撐;第四章是運動休閑城市的定位與比較優(yōu)勢分析,闡述運動休閑城市的功能,指出由城市發(fā)展運動休閑向運動休閑城市轉型受到資源、創(chuàng)意、環(huán)境、產業(yè)、制度等條件制約,從眾多定位運動休閑主題的城市中,資源創(chuàng)意雙輪驅動成長路徑是運動休閑城市的戰(zhàn)略選擇。第五章運動休閑城市的崛起與品牌推廣,城市要在動態(tài)復雜環(huán)境中實現(xiàn)持續(xù)成長,基于動態(tài)創(chuàng)新的城市CIS營銷系統(tǒng)構建是關鍵,其中運動休閑城市通過節(jié)會、名人、精品和網絡四大媒介,發(fā)揮疊加效應,是突破低價格、單產品、單渠道、舊促銷的傳統(tǒng)營銷思路,推廣城市品牌的要旨。第六章是實證研究,從城市特色資源和市場條件、形象定位與口號、品牌推廣三方面選擇青島、目照、富陽作為國內運動休閑城市的典型代表進行論證,希望對未來運動休閑主題城市的持續(xù)發(fā)展有一定的借鑒意義。
[Abstract]:Sports leisure city is a city with rich sports leisure resources and creativity, forming a strong sports leisure atmosphere, abundant sports and leisure facilities, sports and leisure industry in the development of the city to form the agglomeration effect, and finally to meet the urban residents.City tourists, city investors need the theme city.In today's society, with the acceleration of the urbanization process leading to the emergence of "civilization disease" of urban residents and the arrival of leisure times, sports and leisure gradually become an important part of the daily life of urban residents in China.At the same time, in recent years, some cities in China are restricted by land, capital, energy and other factors on the road of sustainable development, forcing cities to choose their own comparative advantages to achieve sustainable growth.Sports and leisure city is relying on the existing advantages of the city, meets the needs of livable city, humanistic city, characteristic city, harmonious city and so on, in order to meet the survival needs of people, meet the entertainment consumption orientation.Creating the function advantage of city personality value becomes one of the main directions of the future city development strategy choice.This paper is divided into seven chapters.The first chapter is the introduction, which introduces the background and significance of the topic, the basic ideas and analytical framework of the research, the research methods and innovations, the second chapter is the literature review, introducing the development of sports and leisure and theoretical research at home and abroad.The third chapter is the theoretical foundation, which defines the concept of sports leisure city and the theoretical support of the study; the fourth chapter is the positioning and comparative advantage analysis of sports leisure city, and expounds the function of sports leisure city.It is pointed out that the transition from urban development sports leisure to sports leisure city is restricted by resources, creativity, environment, industry, system and so on.The resource creativity two-wheel drive growth path is the sports leisure city strategic choice.Chapter V the rise of sports leisure cities and brand promotion, cities in the dynamic and complex environment to achieve sustainable growth, based on dynamic innovation based on urban CIS marketing system is the key, among which sports and leisure cities through festival, celebrities,The four media of fine goods and network, exerting superposition effect, are the gist of breaking through the traditional marketing ideas of low price, single product, single channel and old promotion, and promoting the city brand.The sixth chapter is an empirical study, from the city characteristics of resources and market conditions, image positioning and slogan, brand promotion three aspects of Qingdao, Mu Zhao, Fuyang as a typical representative of sports and leisure cities to demonstrate.Hope that the future sports and leisure theme city sustainable development has certain reference significance.
【學位授予單位】：浙江工商大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F290;F273.2

【引證文獻】

相關碩士學位論文 前5條

1 劉水琴;浙江省旅游度假區(qū)國際化發(fā)展研究[D];浙江工商大學;2011年

2 黃鶴;重慶市主城區(qū)運動休閑系統(tǒng)構建研究[D];重慶師范大學;2011年

3 郭明蘭;泉州市職業(yè)女性運動休閑消費行為研究[D];華僑大學;2012年

4 付莉俠;上海城市休閑化發(fā)展評價研究[D];華東師范大學;2012年

5 方智磊;滑翔傘運動消費者休閑參與行為研究[D];浙江工商大學;2013年

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本文編號：1702760