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体育营销已经成为一种商业策略,不论是在大型体育赛事的举办,或是体育产业的商业行为策略,将会变得更加普及和更具开发价值。文章通过对国内外文献的梳理,运用相关产业环境资料分析方式,采取波特(Porter)五力静态产业环境竞争析方式为研究方法,企图建立一个体育营销产业环境五力分析结构图。在基础上,对体育营销产业提出以下竞争策略:发展具有高附加价值的体育营销国际化策略;开发技术性导向的体育营销信息系统;建立体育营销商品、周边设备与国际赛事营销活动之全球化品牌;建立核心能力,提供创新服务发掘潜在顾客群,并且积极拓展国际市场。
Sports marketing has become a business strategy, whether it be held at major sporting events or the business strategy of the sports industry, which will become more universal and more valuable. Through the combing of domestic and foreign literatures, this paper uses the relevant industry environmental data analysis methods and takes Porter’s five forces static industry environment competition analysis method as the research method in an attempt to establish a five-force analysis structure diagram of the sports marketing industry environment. On the basis of this, the following competitive strategies are proposed for the sports marketing industry: developing an international strategy for sports marketing with high added value; developing a technology-oriented sports marketing information system; and establishing a globalized brand of sports marketing products, peripheral equipment and international event marketing activities ; Establish core competencies, provide innovative services to explore potential customers, and actively expand the international market.