基于精准营销的我国体育赛事营销策略分析

基于赛事的商品属性以及体育赛事作为一种特殊的商品,引入精准营销,对我国体育赛事营销进行探索和分析,传统营销与精准营销的区别,分析和探讨了我国体育赛事营销中存在的主要问题及相关对策。     

Youth multi-sport events in Austria: tourism strategy or just a coincidence?

Impact and legacy research of touristic issues has become more popular with the appearance of manifold approaches to examining tourism. In recent years, the region of Western Austria has successfully staged multi-sport youth events, with two being staged in Innsbruck, Tyrol (YOG 2012; ICG 2016) and one in the region of Montafon, Vorarlberg (EYOF, 2015). This leads to the assumption that the high frequency of youth sports events in these regions necessitates and therefore also follows a set hosting policy or at least a strategic approach to event bidding and staging. To examine these assumptions, a mix of desk research and qualitative interviews was chosen, encompassing bidding files, final reports, official tourism statistics, press releases from tourism boards, political working papers, internal documents and interviews with organising committee members, event experts and political representatives. Staging youth sports events is found to have left legacies in Western Austria such as generating immediate overnight stays in the low season and creating a positive image for the host regions, depending on the frequency with which events are staged and affirming the purpose of using events to boost tourism. The host areas lacked a written (youth sport) strategy and unexpectedly, the existing strategies do not include the youth sports events. However, it can be assumed in the case of Innsbruck that a hidden event strategy exists. In conclusion, the study reveals the importance of sharing events and their benefits among the various local stakeholders, thus branding the region as a host city.     

Politicians’ perspective on the community-related impacts of major sports events – a case study for Innsbruck-Tyrol

While scholarly attention with respect to the social impacts of sports events has increased in recent years, there is still little research discussing the wide-ranging community-related impacts stemming particularly from major sports events. Local political leaders, as (elected) representatives of the community, are important stakeholders within this context and face the challenge of balancing diverse interests in the implementation of major sports events. The purpose of this study is to assess the importance politicians attribute to event impacts that create sustainable outcomes for residents living in a host city. Based on a content analysis, a list of general event impacts (outputs and legacies) produced by major sports events was created and subsequently discussed with scholars and experts in the field to classify the criteria as community relevant or not. A final number of 56 criteria (34 of which are considered community relevant) was then used in the assessment of the politicians’ (representing either the State of Tyrol or the City of Innsbruck) attitude towards these impacts. The findings of the study indicate that, though aware of community interests, politicians nevertheless prioritize economic and touristic benefits for the host city/region such as place marketing. Moreover, politicians seem to have a better understanding of tangible impacts (e.g. infrastructure), underestimating the important intangible impacts (e.g. voluntariness) closely related to community issues. Thus, the research in hand outlines the need to sensitize governments to community interests when planning and implementing major sports events.     

比较优势理论在竞技体育中的应用研究

采用文献资料、数理统计等研究方法,以奥运会为研究平台,以创建竞技体育比较优势理论这一全新的课题为核心展开研究,研究表明,各竞技单位竞技实力的制约与反制约是比较优势形成的原因,也是验证比较优势理论的效标,同时,从理论与实证两维角度证实比较优势理论的科学性,以及根据比较优势指数划分等级项目群体的有效性,从而为竞技格局的研究提供科学的定量标准和较为完整的理论体系.     

2007体操世界杯上海站女子各单项决赛得分统计与分析

采用文献资料法、观察法及数理统计法,对国际体联2007体操世界杯上海站女子各单项决赛得分进行统计与分析,揭示运动员的技术特点,并阐述A（动作难度）分和B（完成质量）与比赛结果的关系。分析结果提示：为在国际比赛中取得更好成绩,中国运动员应在保证动作完成质量的同时,提高动作难度。     

湖南省体育高考难美项目测试相关内容的比较研究

采用文献资料、数理统计等方法,对湖南省2006和2007年体育高考体操、武术、健美操和艺术体操四个项目的测试成绩进行分析。并从受测人数、内容、难度、区分度四个方面进行比较。结果显示：受测人数较多的依次是武术、体操、健美操和艺术体操;难易程度依次是健美操、艺术体操、武术、体操;健美操和艺术体操测试的区分与评价较好。其次为体操,武术尚可但需改进;各项测试指标与评分权重体现了项目特征。     

我国大型综合性体育赛事申办模式的研究

通过文献资料法、专家访谈法、逻辑分析法及实证分析法,在广泛查阅以大型赛事申办为主题的相关资料的前提下,通过对我国大型综合性体育赛事申办模式相关问题及我国大型综合性体育赛事申办的理论研究,进行赛事申办获得因素及申办策略分析,旨在界定我国大型体育赛事的申办模式的概念,并通过一定的研究技术和研究路线构建我国大型综合性体育赛事中办模式的基本模型。     

大型民族体育赛事对区域经济和发展的影响——以举办中国传统龙舟赛对沅陵县区域经济和社会发展为例

为了探讨大型民族体育赛事对区域经济和发展的影响,采用文献资料、问卷调查、实地考察等研究方法,对有“中国传统龙舟之乡”美誉的沅陵县白举办全国传统龙舟大赛以来在社会经济、社会发展等几方面的变化情况进行了调研。研究结果发现：全国龙舟大赛的举办使沅陵县县域经济逐年增长;市民素质、城市归宿感和认同感提高;县城面貌焕然一新。     

大型体育赛事公共关系探讨及各届奥运公关活动评析

奥运会是最具典型的大型体育赛事,良好的公共关系是举办一届成功奥运会不可缺少的重要因素。本文通过查阅大量的文献资料和多媒体网络的支持,分析了大型体育赛事公共关系的对象、方式,并对洛杉矶奥运会、巴赛罗那奥运会、雅典奥运会、北京奥运会公共关系活动进行了评析,提出了开展大型体育赛事公共关系应注意的问题,以及所应采取的措施和行动。以期能对今后的大型体育赛事更好的筹办起到积极的作用。     

“科技奥运”背景下的我国运动竞赛信息化建设

为了给后奥运时代我国运动竞赛信息化建设提供发展思路,采用文献资料法、历史归纳法、逻辑分析法,解析了“科技奥运”理念的提出对我国运动竞赛信息化建设的意义,回顾了信息技术在现代奥运会中的应用史,指出了我国运动竞赛信息化建设存在的主要问题,阐述了“数字奥运”目标的确立为我国运动竞赛信息化的发展带来的机遇与挑战,最后对后奥运时代我国运动竞赛信息化的发展方向进行了思考。