本文選題：啦啦操 + 市場(chǎng)前景�。� 參考：《成都體育學(xué)院》2015年碩士論文

【摘要】：啦啦操對(duì)于我國(guó)來說屬于新興體育項(xiàng)目,引進(jìn)至今的十余年間,乘“陽(yáng)光體育”與“全民健身”之便在全國(guó)中小學(xué)及高校刮起一陣旋風(fēng)。長(zhǎng)興不衰的勢(shì)頭與啦啦操賽事開展日漸成熟,吸引了更多人從不同的角度去探索啦啦操。本研究以啦啦操賽事的市場(chǎng)前景及賽事推廣策略為主要研究對(duì)象,運(yùn)用文獻(xiàn)法、專家訪談法、邏輯分析法等對(duì)我國(guó)啦啦操發(fā)展過程進(jìn)行梳理,總結(jié)、歸納其發(fā)展特征。以體育產(chǎn)業(yè)化發(fā)展的背景為立足點(diǎn),以經(jīng)濟(jì)學(xué)、社會(huì)學(xué)、管理學(xué)等知識(shí)為理論工具,以我國(guó)啦啦操賽事的可持續(xù)健康發(fā)展為目標(biāo)導(dǎo)向,以我國(guó)啦啦操項(xiàng)目的自身造血功能為切入點(diǎn),從不同維度和層次分析了我國(guó)啦啦操賽事發(fā)展的現(xiàn)狀、市場(chǎng)前景、存在環(huán)境以及推廣策略,研究結(jié)果表明:一飛躍式發(fā)展成就啦啦操運(yùn)動(dòng)成為最受歡迎的新興項(xiàng)目啦啦操運(yùn)動(dòng)項(xiàng)目引進(jìn)至今,十余年間,其內(nèi)容不斷與世界接軌、其規(guī)模實(shí)現(xiàn)了飛躍式發(fā)展。縱觀其發(fā)展路徑,從高校到中小學(xué),從東南沿海城市到西南偏僻農(nóng)村,以星星之火到燎原之勢(shì),參與人群已遍布全國(guó)。啦啦操的內(nèi)容主要包括技巧啦啦和舞蹈啦啦,不同年齡階段不同運(yùn)動(dòng)層次的推廣套路層出不窮。從賽事的組織管理及運(yùn)行來看,我國(guó)啦啦操賽事處于健康發(fā)展的道路之上,正朝著市場(chǎng)化發(fā)展邁進(jìn)。聯(lián)系啦啦操發(fā)展實(shí)際,我國(guó)的校園啦啦操仍具有巨大的發(fā)展空間。二我國(guó)啦啦操賽事具有良好的市場(chǎng)發(fā)展前景我國(guó)啦啦操賽事具有良好的政策、經(jīng)濟(jì)環(huán)境,政府的直接支持及對(duì)其發(fā)展上的政策支持、體育產(chǎn)業(yè)化及相關(guān)體育項(xiàng)目迅猛發(fā)展的協(xié)同帶動(dòng)作用,為啦啦操賽事開展提供了良好的環(huán)境支持。深入研究我國(guó)啦啦操賽事的組織管理、運(yùn)行機(jī)制及賽事評(píng)價(jià)發(fā)現(xiàn),組織管理上能適應(yīng)賽事的市場(chǎng)化發(fā)展,有足夠的發(fā)展動(dòng)力和中間協(xié)調(diào)力量,賽事能產(chǎn)生較為理想的直接及間接經(jīng)濟(jì)價(jià)值。綜上,我國(guó)啦啦操賽事具有良好的市場(chǎng)前景。三經(jīng)濟(jì)學(xué)、管理學(xué)視野下啦啦操賽事存在的不足綜合分析我國(guó)啦啦操賽事市場(chǎng)資源、賽事市場(chǎng)的需求——供給以及市場(chǎng)要素間的關(guān)聯(lián)發(fā)現(xiàn):我國(guó)啦啦操賽事管理體系還不夠完善,人才培養(yǎng)模式過于單一,賽事運(yùn)營(yíng)模式不能滿足賽事的可持續(xù)發(fā)展,融資渠道單一,精英品牌開發(fā)不充分,市場(chǎng)化附屬產(chǎn)品資源開發(fā)力度不足。就賽事本身而言,參賽隊(duì)伍競(jìng)技水平不足,賽事規(guī)格還未能形成較大的經(jīng)濟(jì)影響。四我國(guó)啦啦操賽事推廣策略我國(guó)啦啦操賽事的推廣要充分發(fā)揮市場(chǎng)的作用,堅(jiān)持經(jīng)濟(jì)效益與社會(huì)效益相結(jié)合的指導(dǎo)思想,協(xié)同我國(guó)體育產(chǎn)業(yè)的發(fā)展聯(lián)系啦啦操賽事實(shí)際,制定明確的市場(chǎng)開發(fā)步驟。在推廣的具體操作中應(yīng)將以下幾點(diǎn)作為重點(diǎn):1、加強(qiáng)普及力度,2、完善管理體系,3、豐富賽事組織體系,4、提高參賽隊(duì)伍水平,5、強(qiáng)化啦啦操賽事相關(guān)品牌意識(shí),6、加強(qiáng)與媒體合作力度,擴(kuò)大宣傳力度,7、建立良好后備人才培養(yǎng)模式。
[Abstract]:Cheerleading is a new sport in our country. In the past ten years or so, "Sunshine Sports" and "National Fitness" have become a whirlwind in primary and secondary schools and colleges and universities all over the country. The growing momentum and the growing maturity of cheerleading events have attracted more people to explore cheerleading from different angles. This research takes the market prospect and the competition promotion strategy of the cheerleading event as the main research object, uses the literature method, the expert interview method, the logic analysis method and so on carries on the combing, the summary, the induction of its development characteristic. Taking the background of the development of sports industrialization as the foothold, taking the knowledge of economics, sociology and management as the theoretical tool, and taking the sustainable and healthy development of the cheerleading events in our country as the goal guidance, Taking the hematopoiesis function of our country's cheerleading events as the starting point, this paper analyzes the present situation, market prospect, environment and promotion strategy of our country's cheerleading events from different dimensions and levels. The research results show that the leapfrogging development has become the most popular new item since the introduction of the cheerleading sports, its content has been in line with the world for more than ten years, and its scale has achieved a leap development. Throughout its development path, from universities to primary and secondary schools, from the southeast coastal cities to the remote rural southwest, with a spark to start a prairie fire, the crowd has spread all over the country. The contents of cheerleading mainly include skill la and dance la, different age stages and different sports levels of promotion routines emerge endlessly. From the point of view of the organization, management and operation of the events, the cheerleading events in our country are on the way of healthy development and are marching towards the market-oriented development. Linked to the actual development of cheerleading, our campus cheerleading still has a huge space for development. Second, China's cheerleading events have a good market development prospect. China's cheerleading events have good policies, economic environment, direct government support and policy support for their development. The rapid development of sports industrialization and related sports provides a good environmental support for the development of cheerleading events. An in-depth study of the organization and management, the operational mechanism and the evaluation of the event found that the organization and management can adapt to the market-oriented development of the event and have sufficient development power and intermediate coordination power. Competition can produce more ideal direct and indirect economic value. In summary, China's cheerleading event has a good market prospects. Three Economics, Management, the shortcomings of cheerleading events in China: comprehensive analysis of the market resources of cheerleading events in China, The relationship between the demand and supply of the competition market and the market elements reveals that the management system of the event is not perfect enough, the talent training model is too single, and the running mode of the event cannot meet the sustainable development of the event. The financing channel is single, the elite brand development is not sufficient, the marketing subsidiary product resources development dynamics is insufficient. As far as the competition itself is concerned, the competitive level of the participating teams is insufficient, and the competition specifications have not yet formed a greater economic impact. Fourth, the promotion strategy of our country's cheerleading events should give full play to the role of the market, adhere to the guiding ideology of combining economic and social benefits, and cooperate with the development of the sports industry in China to link up with the reality of the cheerleading events. Develop clear market development steps. In the specific operation of the promotion, we should take the following points as the key points: 1, strengthen the popularization, improve the management system, enrich the competition organization system, improve the level of the participating teams, strengthen the awareness of the brand related to the tournaments, and strengthen the cooperation with the media. To expand publicity efforts and establish a good reserve talent training model.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G837

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