【作者】 阮伟；

【导师】 池建；

【作者基本信息】 北京体育大学 ， 体育人文社会学， 2012， 博士

【摘要】 本研究主要运用理论研究与实证研究相结合的手段,在广泛阅读国内外文献资料和实地调研采访的基础上,以营销管理和品牌传播的理论为指导,借助调查访谈法、定性定量分析法、数理统计法、模型方法等研究方法,在梳理了体育赛事、城市及体育营销等概念基础上,将城市视为一个产品的集合体,将体育赛事视为城市传播的优质载体,并引入传媒这一介质,从经济、人文环境、战略、影响力四大方面,系统分析体育赛事与城市在现代媒介技术爆炸的时代所产生的互动关系。同时,将分析的结果模型化,总结出具有普遍规律的关系模型,以期为城市管理者和体育产业从业者提供实践指导,为处在城市化快速发展阶段的城市提供切实可行的营销策略,为中国体育竞赛产业的发展提供理论依据,最终找出一条符合中国国情的,体育赛事、城市、传媒三方协同发展的道路。主要结论如下：1、体育赛事的本质是城市文化。现代体育在城市中诞生,承载着城市的文化特征,并以各种形态存在于城市人文环境中的各个方面和各个层次。城市人文环境的物质、精神、管理状态决定了体育赛事的发展程度和方向；体育赛事作为城市文化的载体和社会的缩影,在优化城市人文环境方面发挥着重要的作用。2、城市是一个产品集合体,体育赛事是其中的一种产品。城市经济为体育赛事产品的生产提供资本和劳动,其实力也决定着城市体育赛事产品的生产规模和水平；体育赛事产品的生产和销售也会反作用于城市经济,举办体育赛事能刺激城市总需求,提高城市产出水平,促进城市经济发展。3、体育赛事是一种优质的城市传播载体。在全媒体时代背景下,体育赛事作为传播内容,通过各种传播渠道提升城市传播力,并通过体育赛事和传媒合力形成“叠加效应”,最终提升城市影响力。4、体育赛事是城市营销的有效途径。体育赛事承载着城市的文化、经济、公共服务等多种发展元素,是城市品牌的“代言人”。在传媒作用下,体育赛事的影响力巨大而广泛,传递和塑造着城市品牌价值。5、体育产业应该成为城市发展战略的重要组成部分。制定城市发展战略的实质是提升城市竞争力。体育产业的发展有赖于该城市所提供的生产要素、需求条件、相关产业及支持性产业和企业战略、企业结构与同业竞争四个关键环境因素及两个辅助环境因素(机会、政府)的共同作用,并通过反作用于这些环境因素提升城市竞争力。更多还原

【Abstract】 Based on the extensive reference of documentations from home and abroad and on-spot researches and interviews, this research views the city as an assembly of products and sports as a quality carrier of urban communication by taking the theory of marketing management and brand communication as the guidance and utilizing the method of investigation and interview, qualitative and quantitative analysis, mathematical statistics and model. With the introduction of media as a transmitter, the research systematically analysis the interrelationship between sports and the city in this "media technology explosion" modern age from economic, human environment, strategy and influence aspects on the basis of the collation of the concepts of sports, city and sports marketing. Meanwhile, this research modelizes the result of the analysis and draws the relation model applied to universal rules which can help the urban manager and sports industrial practitioner with the practical guidance, offering a feasible marketing strategy to the city in fast urbanization process, providing theoretical basis for the development of Chinese sports industry and eventually searching out a solution which is suitable to our national conditions for the harmonious development of sports, city and media.The main conclusions are:1.The nature of sports event is urban culture. Modern Sports was emerged in the city. With its urban cultural features, Modern Sports is diversely existed in every aspect and level of urban human environment which its material, spiritual and management level determines the development and the tendency of sports. Therefore, as the carrier of urban culture and the epitome of society, sports plays a very important role in optimizing the urban human environment.2. City is an assembly of products and sports event is one of its products. Urban economy provides the capital and labors for the production of sports events and its strength determines the scale and the level of urban sports event products. On the other hand, the production and sales of the sports event have the reaction force toward urban economy as well. Hosting sports events can stimulate the general urban demand, raising the urban output level and promoting the urban economic development.3. Sports event is a quality urban communication carrier. As part of the communication, sports will eventually promote the urban influence under the omnimedia background through all kinds of communication channels to enlarge the propagation force and through the combination of sport and media to establish a " Joint Effect"4.Sports event is an effective way for city marketing. Being the "spokesman" of the city, sports events carry various developing elements including culture, economy, public service, etc. The influence of sports events is huge and extensive under the force of media, delivering and establishing the brand value of the city5. Sports should become an important component of the strategy of urban development. The essence of making the strategy of urban development is to boost the urban competitiveness. The development of sports industry is beneficial to the promotion of urban competitiveness which means the sports industrial competition of a city can reflect the urban competitiveness to a certain degree. The development of sports industry relies on the interaction between the following three parts and influences the urban development by counteracting them. These three parts are:(I) production factors, demand conditions and related industries provided by the city;(Ⅱ) four key environmental factors of supportive industry, enterprise strategy, enterprise structure and horizontal competition; and (Ⅲ) two environmental co-factors of opportunity and government.更多还原