“国际体育赛事之都”建设背景下的上海网球大师赛营销研究
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摘要
随着上海市国民收入的提升,市民的物质需求得到了满足,他们将更多的注意力转向了精神需求,因此观赛成为现代生活方式,被越来越多的人接纳。新形势下,赛事营销已成为助推赛事发展的引擎,也成为树立城市名片的重要驱动力。上海网球大师赛对于促进上海产业结构转型,体育文化发展和城市现代化建设都具有举足轻重的意义。当前上海已拥有包括网球大师赛在内的雄厚的赛事资源,上海要借助赛事营销,利用赛事资源丰富的优势,实现体育赛事的转型升级,建设具有全球影响力和美誉度的现代化的体育赛事之都。本文采用文献资料法、比较研究法和案例分析法,以赛事营销理论为基础,对上海网球大师赛开展典型案例研究,探讨赛事营销对上海国际赛事之都建设的作用,归纳总结出上海网球大师赛营销的现状、特点和转型升级中的瓶颈,并提出相应的建议。
With the increasing national income of Shanghai, the material needs of the citizens have been met. When people are paying attention to spiritual needs, the choice of watching games is accepted by more and more people as a way of modern lifestyle. Under the new situation, game marketing has become an engine to the promotion of games, and has also become an important driving force for the establishment of the business card of a city. Shanghai Masters plays an important role in the transformation of Shanghai's industrial structure, the development of sports culture as well as the construction of urban modernization. At present, Shanghai has rich game resources including Shanghai Masters. Shanghai will take advantage of game marketing to realize the transformation and upgrading of sports events and establish a sports capital with global influence and reputation. Based on game marketing theory, literature data method, data comparison method and case analysis method have been used to study typical cases of Shanghai Masters so as to explore the importance of game marketing in the construction of Shanghai as an international sports capital. Based on the above-mentioned study, the status quo, characteristics and bottlenecks in game marketing of Shanghai Masters have been summarized and corresponding suggestions have been put forward.
With the increasing national income of Shanghai, the material needs of the citizens have been met. When people are paying attention to spiritual needs, the choice of watching games is accepted by more and more people as a way of modern lifestyle. Under the new situation, game marketing has become an engine to the promotion of games, and has also become an important driving force for the establishment of the business card of a city. Shanghai Masters plays an important role in the transformation of Shanghai's industrial structure, the development of sports culture as well as the construction of urban modernization. At present, Shanghai has rich game resources including Shanghai Masters. Shanghai will take advantage of game marketing to realize the transformation and upgrading of sports events and establish a sports capital with global influence and reputation. Based on game marketing theory, literature data method, data comparison method and case analysis method have been used to study typical cases of Shanghai Masters so as to explore the importance of game marketing in the construction of Shanghai as an international sports capital. Based on the above-mentioned study, the status quo, characteristics and bottlenecks in game marketing of Shanghai Masters have been summarized and corresponding suggestions have been put forward.
引文
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