摘要
总结日本K-1赛事市场化运营的经验,如典型的商业主义比赛规则,新颖的赛事包装迎合观众与赞助商的需求,全球化、多层次的赛制符合市场规律,媒体宣传与明星效应的整合等。认为:我国散打赛事市场化过程中,应结合自身情况、借鉴国外经验,制定合理的发展战略;确立全球化的赛事定位,创新赛制、改进规则,使之符合市场规律;着力进行高效的商业化运作以及新颖的赛事包装;强化媒体和明星效应,将现代体育、表演艺术和商业有机结合。
The present research summarized the experience of K- 1 Match＇ s Market Operation in Japan. It noted that Japan＇ s typical commercialistic competition regulations and novel competition package cater to the needs of spectators and sponsors and its globalized and multi-leveled competition system innovations accord with the integration of market laws, media coverage and celebrity effect. It holds that, in the process of competition marketization, China Sanda should start from its own situation, draw on foreign experiences, lay down rational development strategies, determine globalized event orientation, renovate event system, improve the regulations to better fit the market laws, take pains to promote commercialized operation and novel competition package, strengthen media and celebrity effect and combine effectively modern sport, performing art and commerce.
出处
《上海体育学院学报》
CSSCI
北大核心
2010年第2期24-27,共4页
Journal of Shanghai University of Sport
关键词
K-1比赛
武术散打
市场化
运营
赛事
赛制
启示
K- 1 match
Wushu Sanda
marketization
operation
event
competition system
inspiration
