摘要
采用文献资料及市场调查法,结合营销学理论分析赛事营销的概念和价值,并根据竞赛表演服务的性质,提出赛事营销的基本策略。即竞赛表演属于以无形为主导的服务;竞赛表演服务传递属于中等接触水平;竞赛表演满足顾客特殊服务的程度相对较低;竞赛表演衍生产品具有媒介、促销、资讯和人才服务功能。
By using the methods of literature and market investigation, and in combination with the marketing theory, the author has analyzed the concept and value of competition marketing and put forward the basic strategy of competition marketing in the light of the character of the competitive performance service, i.e. the competitive performance service belongs to the service which takes invisibility as the dominant factor, its transmission belongs to the medium touch level, the degree of the competitive performance's special service satisfying customers is relatively lower, and the derivative products of the competitive performance have the functions of medium, promoting sales, transmission of information and talent service.
出处
《上海体育学院学报》
CSSCI
北大核心
2003年第4期18-21,共4页
Journal of Shanghai University of Sport
基金
国家哲学社会科学基金青年项目(01CTY003)
