【摘要】：2022年我國(guó)北京與張家口地區(qū)將承辦第24屆冬季奧林匹克運(yùn)動(dòng)會(huì)。這既是對(duì)我國(guó)體育事業(yè)發(fā)展、辦賽能力提升的又一次肯定,也是我國(guó)冰雪運(yùn)動(dòng)產(chǎn)業(yè)獲得推廣發(fā)展的重大契機(jī)。隨著時(shí)代變化,當(dāng)代賽事?tīng)I(yíng)銷(xiāo)也出現(xiàn)了:贊助、廣告、媒介宣傳、運(yùn)動(dòng)場(chǎng)館地標(biāo)化建設(shè)、運(yùn)動(dòng)品牌文化構(gòu)建等新的營(yíng)銷(xiāo)推廣方式和方法,為了實(shí)現(xiàn)一個(gè)全民參與、群眾認(rèn)可、富有奧林匹克精神的奧林匹克冬季奧運(yùn)會(huì),提出大眾性、多維度性、創(chuàng)新性、非營(yíng)利性四點(diǎn)宣傳營(yíng)銷(xiāo)原則,從贊助商的資質(zhì)和形象加以挑選和審核,選擇與2022冬奧會(huì)理念契合的贊助方;以賽事為中心,實(shí)現(xiàn)冰雪運(yùn)動(dòng)的城市營(yíng)銷(xiāo);利用奧運(yùn)賽場(chǎng)的影響力,賽前賽后實(shí)現(xiàn)賽場(chǎng)專(zhuān)業(yè)的運(yùn)動(dòng)地標(biāo)構(gòu)建;從本土冰雪文化出發(fā),豐富賽事的內(nèi)涵,打造中國(guó)化的冰雪運(yùn)動(dòng)賽事的四點(diǎn)實(shí)用性策略,進(jìn)而實(shí)現(xiàn)提升2022冬奧會(huì)的賽事影響力的目的。
[Abstract]:Beijing and Zhangjiakou will host the 24 th Winter Olympic Games in 2022. This is not only another affirmation of the development of sports in China, but also an important opportunity for the promotion and development of the ice and snow sports industry in China. With the changes of the times, the marketing of contemporary events has also appeared: sponsorship, advertising, media propaganda, landmark construction of sports venues, construction of sports brand culture and other new ways and methods of marketing promotion, in order to achieve a universal participation, mass recognition, The Olympic Winter Olympic Games, which is full of Olympic spirit, puts forward the popular, multi-dimensional, innovative and non-profit four-point marketing principles, which are selected and examined from the qualifications and image of sponsors. Choose a sponsor that fits the idea of the 2022 Winter Olympics; Take the competition as the center, realize the city marketing of the ice and snow sports, utilize the influence of the Olympic field, realize the construction of the professional sports landmark before and after the match; Starting from the local ice and snow culture, this paper enriches the connotation of the event, creates the four practical strategies of the Chinese ice and snow sports, and then realizes the purpose of enhancing the influence of the 2022 Winter Olympic Games.
【作者單位】： 鎮(zhèn)江高等專(zhuān)科學(xué)校體育部;常熟理工學(xué)院體育部;
【分類(lèi)號(hào)】：G811.21

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