本文選題：田徑 + 田徑服務(wù)市場��； 參考：《北京體育大學》2001年博士論文

【摘要】： 體育產(chǎn)業(yè)化、市場化是中國體育發(fā)展的必然方向。針對目標市場強化田徑產(chǎn)品營銷，發(fā)揮市場調(diào)節(jié)在配置體育資源中的積極作用，努力培養(yǎng)田徑無形資產(chǎn)價值才是田徑市場發(fā)展的根本方向。 營銷學源于企業(yè)實體產(chǎn)品經(jīng)營活動的經(jīng)驗總結(jié)，但它的核心思想已經(jīng)被非贏利性的社會公益性組織所接受，并作為其市場活動理論的邏輯起點。 雖然中國田徑服務(wù)市場尚處在初級階段，但是發(fā)展較快，積累了許多成功與失敗的經(jīng)驗，為建立田徑市場營銷管理理論體系奠定了堅實基礎(chǔ)。田徑服務(wù)市場營銷管理是指為實現(xiàn)田徑服務(wù)市場營銷目標，根據(jù)資源以及動態(tài)環(huán)境變化，所進行的連續(xù)不斷的協(xié)調(diào)和決策過程。本文運用文獻資料法、調(diào)查法、邏輯學方法、數(shù)理統(tǒng)計法等研究方法，對田徑服務(wù)市場營銷管理實踐中急需解決的問題進行了深入研究，試圖為田徑服務(wù)市場營銷者的營銷決策提供理論依據(jù)。 初步構(gòu)建了田徑服務(wù)市場營銷管理基礎(chǔ)理論體系：包括田徑服務(wù)市場的概念、田徑服務(wù)市場體系、田徑服務(wù)產(chǎn)品理論、田徑服務(wù)目標市場決策、田徑服務(wù)產(chǎn)品渠道決策、田徑服務(wù)產(chǎn)品訂價決策和田徑服務(wù)市場營銷計劃的實施控制模式。 從市場結(jié)構(gòu)的角度，完整的田徑市場體系由田徑產(chǎn)品生產(chǎn)資料市場和田徑產(chǎn)品市場組成。田徑產(chǎn)品市場由田徑物資產(chǎn)品市場和田徑服務(wù)產(chǎn)品市場組成。；田徑服務(wù)產(chǎn)品市場由田徑競技表演服務(wù)市場、田徑健身娛樂服務(wù)市場、田徑無形資產(chǎn)服務(wù)市場、田徑文化活動服務(wù)市場、田徑廣告服務(wù)市場和田徑培訓咨詢服務(wù)市場組成；從營銷者的角度，田徑服務(wù)產(chǎn)品市場可分為贊助商市場和個人消費者市場。 田徑服務(wù)產(chǎn)品是指以人和設(shè)備為基礎(chǔ)，，滿足人們對田徑文化需求的服務(wù)產(chǎn)品，它是田徑服務(wù)產(chǎn)品的生產(chǎn)者向消費者提供的、基本上是無形的、在消費過程中不涉及任何事物的所有權(quán)的某項活動或利益；從營銷客體來看，田徑服務(wù)產(chǎn)品是指田徑運動中具有商品屬性的一切活動及其無形資產(chǎn)物化的表現(xiàn)形式。 田徑服務(wù)產(chǎn)品體系由田徑賽事服務(wù)產(chǎn)品、田徑無形資產(chǎn)服務(wù)產(chǎn)品、田徑廣告服務(wù)產(chǎn)品、田徑健身娛樂服務(wù)產(chǎn)品、田徑文化活動服務(wù)產(chǎn)品、田徑咨詢培訓服務(wù)產(chǎn)品6條產(chǎn)品線組成，其中田徑賽事服務(wù)產(chǎn)品在田徑產(chǎn)品體系中占有核心地位。本文建立了田徑賽事服務(wù)產(chǎn)品質(zhì)量評價體系、賽事設(shè)計原則。田徑服務(wù)產(chǎn)品營銷應(yīng)遵循三個基本原理即有形化原理、互動性原理和契約承諾原理。 本文探討了當代體育贊助的本質(zhì)、田徑贊助商市場營銷原則；分析了個體消費者市場的特征。個人消費者市場對參與性服務(wù)的需求主要是長跑賽事產(chǎn)品，不同性質(zhì)的群體對項目的選擇有不同分布特點。 另外，還對田徑服務(wù)產(chǎn)品的品牌與包裝、田徑服務(wù)產(chǎn)品促銷的實質(zhì)及應(yīng)用、田徑服務(wù)產(chǎn)品的訂價區(qū)間與方法、渠道營銷模式等進行了研究。
[Abstract]:Sports industrialization , marketization is the inevitable direction of the development of China ' s sports . In order to strengthen the marketing of track and field products in the target market , play a positive role in the allocation of sports resources , efforts should be made to cultivate the value of track and field intangible assets to be the fundamental direction of the development of track and field market .









Marketing is originated from the experience summary of business entity product management activities , but its core idea has been accepted by non - profit social public welfare organizations , as the logical starting point of its market activity theory .









Although China ' s track and field service market is still in its primary stage , it has accumulated many experiences of success and failure , which has laid a solid foundation for the establishment of the theory system of track and field marketing management .









The basic theory system of track and field service marketing management is preliminarily constructed : including the concept of track and field service market , track and field service market system , track and field service product theory , field service target market decision , field service product channel decision , field service product pricing decision and track service marketing plan implementation control mode .









From the point of view of market structure , the complete track and field market system is composed of track and field product market and track and field product market . The track and field products market is composed of track and field material product market and track and field service product market .
The track and field service product market consists of track and field competitive performance service market , track and field fitness entertainment service market , track and field intangible assets service market , track and field culture activity service market , track and field advertising service market and track and field training advisory service market ;
From the marketing point of view , the track and field service product market can be divided into the sponsor market and the personal consumer market .









Track and field service products refer to service products which are based on human and equipment and meet people ' s demand for track and field culture , which is provided by producers of track and field service products to consumers , is basically invisible , and does not relate to an activity or interest of ownership of any thing during consumption ;
From the point of view of marketing , track and field service products refer to all kinds of activities with commodity attribute in track and field movement and the expression of intangible assets .









The track and field service product system consists of track and field service products , track and field intangible assets service products , track and field advertising service products , track and field fitness entertainment service products , track and field cultural activities service products and track and field consulting training service products .









This paper discusses the essence of contemporary sports sponsorship and the marketing principles of track and field sponsors .
The characteristics of individual consumer market are analyzed . The demand of individual consumer market for participation service is mainly the product of long - distance race , and different groups have different distribution characteristics to the choice of items .









In addition , the article studies the brand and packaging of track and field service products , the essence and application of field service product promotion , the pricing interval and method of field service products , channel marketing mode , etc .
【學位授予單位】：北京體育大學
【學位級別】：博士
【學位授予年份】：2001
【分類號】：G82

【引證文獻】

相關(guān)博士學位論文 前2條

1 李士英;中國武術(shù)散打市場化運作模式的研究[D];北京體育大學;2003年

2 鐘宇靜;開發(fā)中國乒乓球市場的基本理論與實踐[D];北京體育大學;2005年

相關(guān)碩士學位論文 前2條

1 沈丙妮;中國田徑運動可持續(xù)發(fā)展的研究[D];廣西師范大學;2007年

2 徐燕軍;論我國體育贊助營銷存在的主要問題與對策[D];華東師范大學;2006年

本文編號：2086545