体育赞助埋伏营销现象及规避策略分析

对体育赞助中埋伏营销现象以及如何采用积极策略来规避埋伏营销行为的发生进行分析.主要结论:企业在赞助传播媒介上的竞争是埋伏营销发生的内在动因,埋伏营销的本质就是寄生在竞争对手赞助事件中的竞争性和策略性行为.越来越多的体育事件组织者以及赞助商开始意识到埋伏营销对体育赞助收益的危害性,埋伏营销的生存空间已受到打压.为了更好地维护体育赞助市场的正常开发,必须采取积极有力的措施对埋伏营销行为进行防范与干涉.     

体育赞助效果评估的理论探讨

随着体育活动国际化和大众化发展,体育赞助成为赞助领域发展最快的部分。由于投入资金的增加,以及从商业利益角度的考虑,赞助企业要求对体育赞助效果进行评估。本文从追踪调查的评估方法入手,对体育赞助效果评估的相关问题进行了理论探讨,分析了在评估中应注意的问题与难点。     

我国体育公园空间分布格局及其影响因素

在健康中国战略背景下,体育公园建设与布局优化是体育学科研究和实践的重点问题。采用网络爬虫技术获取我国31个省(区、市)共计1 707条体育公园坐标数据,综合运用空间分析、匹配度分析模型、灰色关联度模型以及地理探测器模型的方法,分析我国体育公园空间分布特征以及其与休闲经济、国家政策的匹配度及其影响因素。结果表明:(1)我国体育公园空间分布呈非均衡且概率不等的态势,具有不完全随机分布与高低值集聚特征,沿“胡焕庸线”垂直方向呈梯度递减,以省会城市为中心“以点带面”,具有显著的地域差异性与空间正相关性;(2)绝大部分省(市、区)现有体育公园发展水平与休闲经济发展水平存在低匹配现象;(3)体育公园存量资源与“十四五”规划体育公园建设指导目标具有良好匹配度;(4)体育公园布局影响因素的解释力由大到小排序依次为:经济驱动力、资源吸引力、城镇拉动力、交通推动力、人口支撑力、环境承载力。     

体育赞助效果评估框架构建研究

运用文献资料法,以体育赞助效果评估为研究对象,对国外体育赞助效果评估方法进行了回顾.以体育赞助商与消费者信息沟通、消费者购买心理行为变化过程为基础,构建对“赞助方案-信息源-信息渠道-消费者认知反应-消费者态度反应-消费者行为反应-赞助商收益变动”全过程进行系统评估的程序化闭链式评估框架,旨在为体育赞助效果评估研究与实践提供参考.     

对我国体育赞助效果评估的研究

通过研究在我国开展体育赞助效果评估的必要性和可行性,以唤起专家学者对体育赞助效果评估方法研究的重视,推动体育赞助效果评估在实际工作中的开展.     

体育赞助营销效用评估方法的回顾及重构

在回顾国内相关评估方法的基础上，从体育赞助营销风险控制流程出发，提出了基于体育事件传播价值的体育赞助营销效用评估框架。该框架不仅强调了有关体育赞助营销长期收益及短期收益评估实证研究的重要性，而且还强调了体育赞助传播价值分析对其最终绩效评估的重要意义。     

我国体育赞助发展的阻碍因素及应对策略研究

采用文献资料法和专家咨询法,对我国体育赞助中存在的问题进行了探讨,认为目前我国体育赞助中尚存在以下问题:法律制度限制体育赞助的发展;人力资源极度匮乏;企业对于体育赞助效果评估不乐观;赞助商的合法权益受到忽视;强有力的体育中介机构尚未形成。对此提出以下对策:广开言路,活跃体育赞助的学术研究;健全法制,立法上为体育赞助重新定位;加大体育经纪人的教育培养力度;提高体育赞助的品质。     

体育赞助的作用与我国体育赞助的发展对策

本文重点讨论体育赞助对体育赞助方的作用以及发展对策。1.体育赞助的作用:(1)体育比赛的广大观众是体育赞助商的目的指向。体育比赛中的各种体育赞助活动,会随着人们对比赛的日益关注逐渐走入人们的视野。这种体育与大众的良性沟通和对大众生活的巨大影响正是商家梦寐以求的。(2)体育赞助效果自然,易于得到公众的认可。(3)体育赞助对目标群体更具有针对性,如生产高档男装企业总爱赞助网球、高尔夫球之类比较男性化、现代、高消费的体育赛事。(4)体育赞助的形式多种多样、丰富多彩,不管是什么行业和哪个层次的企业,总能找到合适的体育赞助对…     

对体育赞助效果评估的研究

体育赞助已经发展成为企业行之有效的营销工具,并且其产业规模仍在增长,随着投资的增加,企业开始关注体育赞助的效果评估。运用文献资料法等对体育赞助的目标进行分析,并从企业赞助信息传播的角度建构体育赞助效果评估的理论架构。此理论架构以三方面的体育赞助目标,即认知目标、形象目标以及关联目标为指导,并从信息传播的角度区分出五个评价指标,即曝光、感知、鉴别、态度和行动。以五个评价指标为依据,从理论层面对体育赞助效果评估的重点进行了探讨。     

体育赞助类型对消费者价格公平感知的影响研究——赞助匹配和认知需求的调节作用

D’Astous和Bitz(1995)较早提出了体育赞助的两种类型为商业赞助和公益赞助,并指出了两类赞助效果存在差异,但却没有识别出两种体育赞助类型的判断标准,在体育赞助实践中也没有明确区分两种类型。为解决这一理论和现实之间的矛盾,本文将价格公平理论引入体育赞助领域,着重研究了体育赞助类型对消费者价格公平感知的影响。一方面基于体育赞助对象的本质差异明确区分了商业赞助和公益赞助,另一方面采用3个情景实验检验了体育赞助类型对价格公平感知的影响,并探索了赞助匹配和认知需求的调节作用。研究发现：(1)参加公益赞助的体育活动的消费者价格公平感知评价显著高于商业赞助;(2)赞助匹配会调节赞助类型对价格公平感知的影响;(3)消费者认知需求较高时,赞助匹配的调节作用会被弱化。研究结论解释了以上理论与实际之间的矛盾,推进了体育营销赞助理论研究,并从维持消费者价格公平感知的角度向赞助商提供了识别和选择体育赞助类型的对策建议。     

知识分子健身心理对其健身水平影响的研究

1研究对象与方法1.1研究对象样本采用方便抽样法,被试对象抽取了我国八大地区,即华北地区的北京、天津、河北、山西、内蒙古,东北地区的辽宁、吉林、黑龙江,华东地区(北)的江苏、安徽、山东,华东地区(南)的上海、浙江、江西、福建,华南地区的广东、广西、海南,华中地区的湖南、     

略论嵇康的《养生论》

嵇康走魏晋时期重要的思想家和学家，同时也是一位在我国传铣养生理论发展史上有较大成就的养生家。他的养生思想反映了当时的杜会现实。在(养生论)中，他阐明了“形恃神以立．神须形以存”的形神关系说，批驳了当时养生方面的一些错误倾向。嵇康的养生思想立足于“越名教而任自然”的政治理性．具有激烈的批判性和斗争性。他既强调养生要发挥人的主现能动性，指出防微杜渐的重要．同时也提出了一些比较切合实际的健身措施。这种既重精神，又重形体的养生理论，对我国传铣养生学的发展有很大的影响．对后世养生思想的解放也具有一定的推动作用。     

Characterization of aerobically fit individuals with cardiovascular disease

Abstract

With an ageing population there is an increased prevalence of individuals living with cardiovascular disease (CVD). Characteristics of older aerobically fit individuals with previously diagnosed CVD have not been studied. Therefore, our knowledge is limited as to how, or if, aerobically fit individuals with CVD attempt to adapt their physical activity and the intensity of their training programmes. The objective of this paper is to characterise the physical activity habits and behaviours of older aerobically fit individuals with CVD. We identified 28 aerobically fit patients with CVD from those who completed a minimum of 15 and 12 min of the Bruce treadmill protocol for men and women, respectively. Consenting participants responded to questionnaires regarding physical activity levels, competitive event participation and self-monitoring since diagnosis of heart disease. Average age and treadmill time of participants were 56 and 49 years and 15.6 and 13.0 min for males and females, respectively. Data were obtained regarding recent medical history (medical diagnoses, surgeries/procedures). Despite the majority of individuals participating in the same or more activity since their diagnosis, 25% indicated that their condition limited their activity and 39% reported having symptoms during activity. Nearly all participants (93%) indicated that they monitored their heart rate during exercise. However, only 14% of participants stated that their physician advised them on how to exercise safely. It is necessary for physicians and cardiac rehabilitation programmes to be involved in safe and effective exercise programming to allow individuals to return to sport after CVD.     

Are American children and youth fit?

We analyzed data from the National School Population Fitness Survey (Reiff et al., 1986) and data collected by the authors of the original study to assess the fitness of American children and youth based on the results of additional analyses. We then compared the numbers of children and youth meeting norm-referenced standards to numbers meeting recently adopted criterion-referenced health (CRH) standards for individual test items in the FITNESSGRAM (Institute for Aerobics Research, 1987) and AAHPERD Physical Best (AAHPERD, 1988) test batteries. The number of children and youth meeting CRH standards for multiple items in a test battery was also determined. Finally, data were analyzed to determine if changes in fitness have occurred among American children and youth over recent decades. Our results suggest that, with the exception of measures of arm and shoulder girdle strength/endurance, more children and youth meet criterion-referenced health standards than norm-referenced standards (50th percentile) and the majority of American children and youth meet CRH standards for individual test items. However, the majority of American children and youth cannot meet the CRH standards for a battery of items for either of the two batteries studied. A second look at decade to decade comparisons of fitness produced evidence that questions the idea that youth are less fit now than in previous years.     

杭州市健身休闲体育资源的产业化发展

通过对杭州市健身休闲体育资源的调查，了解杭州市体育健身休闲资源产业化的现状、发展优势及存在的问题，提出了发展目标与措施。     

Scaling the cricket pitch to fit junior players

ABSTRACT

Studies in several sports have shown the benefits of adapting the playing environment to fit junior players. Frequently the changes are pragmatic choices based on space constraints or existing line markings, or the result of simple scaling based on stature. In this study, a method of scaling the cricket pitch length is presented which is based on the age-specific size and performance of the bowlers and batters. The objective was a pitch length which enabled young bowlers to bowl good length deliveries while releasing the ball at a more downward angle, similar to elite bowlers. The steeper release angle has the benefit of reducing the sensitivity of the ball flight distance to the variability of ball release. Based on data from county standard under-10 and under-11 players a pitch length of 16.22 yards (14.83 m) was calculated, 19% shorter than previously recommended for under-11s in England. A shorter pitch also increases the temporal challenge for batters, encouraging a wider variety of shots and improved anticipation skills. Pitch lengths scaled in this way to fit the players’ abilities as they develop will enable a more consistent ball release by bowlers and more consistent temporal demand for batters.     

Dress for fit: An exploration of female activewear consumption

While the female activewear market is growing rapidly, research on activewear consumption and female consumers is lagging. Existing researchers have failed to produce an in-depth understanding of female consumers’ perceptions of activewear, thereby providing limited insights for the activewear industry. Drawing upon brand association theory and the functional, expressive, and aesthetic model, the authors identify important attributes of activewear brands and how attributes lead to benefits pursued by female activewear consumers. Focus groups were conducted with 72 female activewear consumers in Australia. Findings reveal three product-related attributes (functional design, colour, and size and fit) and two non-product-related attributes (price and model imagery) influence the fulfillment of four benefits (mood enhancement, exercise facilitation, healthy and active lifestyle, and physical fit body image). This research contributes theoretical and empirical knowledge about activewear consumption and the vertical structure of brand associations. Findings of this research can help activewear brands deliver benefits to female consumers through improved product designs and marketing strategies.     

冬季雪上大众健身与郊游、娱乐活动的探析

雪是大自然赋予给人们的宝贵财富，丰富的雪资源为人们增添了多种运动项目，多种冬季雪上运动项目给人们提供了天然运动健身、娱乐及郊游场所，这样既达到运动健身的目的又达到郊游、娱乐、回归自然的目的。     

儒家养生理论对我国传统养生学的影响

运用献资料、逻辑演绎阐述了儒家的修身养心、仁寿相兼，重礼和节、养生延年，演练六艺、调养情性的养生理论对我国传统养生学形成和发展具有积极而深远的意义。