李寧10公里路跑聯(lián)賽市場化運(yùn)作的探討
發(fā)布時間：2018-09-13 11:58
【摘要】：李寧10公里路跑聯(lián)賽從2012年舉辦至今,跨越一、二線城市,共計(jì)成功舉辦賽事46場,不包括線上賽在內(nèi)總計(jì)吸引了20多萬跑者參與,賽事規(guī)模和影響力都不容小覷。對李寧10公里路跑聯(lián)賽市場化運(yùn)作情況進(jìn)行探討,具體方向?yàn)楫a(chǎn)品開發(fā)、運(yùn)營模式、市場營銷以及贊助商情況。借助文獻(xiàn)資料法、問卷調(diào)查法、專家訪談法、數(shù)理統(tǒng)計(jì)法和SWOT分析法,在專家老師的指導(dǎo)下,篩選出李寧10公里路跑聯(lián)賽市場化運(yùn)作的優(yōu)勢、劣勢、機(jī)會和威脅四要素。同時確定市場化運(yùn)作的戰(zhàn)略定位,為李寧10公里路跑聯(lián)賽市場化運(yùn)作的深入發(fā)展提供積極意見,也為我國其他運(yùn)營主體舉辦中小型體育賽事提供理論依據(jù)。得出結(jié)論如下:1.李寧10公里路跑聯(lián)賽經(jīng)歷了五年的發(fā)展,賽事規(guī)模不斷擴(kuò)大,路線設(shè)計(jì)獨(dú)具特色,成績更加專業(yè)化,服務(wù)水平日趨完善,并且初步形成了一個屬于自己的體育賽事市場化運(yùn)作的成功模式。2.李寧10公里路跑聯(lián)賽在產(chǎn)品開發(fā)方面亟待提高,不管是實(shí)物產(chǎn)品開發(fā)還是競賽產(chǎn)品開發(fā)都存在一定的缺陷;將賽事運(yùn)作按運(yùn)營主體劃分的話,李寧10公里路跑聯(lián)賽屬于生產(chǎn)企業(yè)型運(yùn)營模式,宣傳品牌是賽事舉辦的主要目的,優(yōu)先考慮的是長遠(yuǎn)利益;在深入了解市場需求、賽事分銷、促銷方面,李寧公司充分發(fā)揮了自己的長處,但就合理的營銷組合來說,如何將體育賽事本身所具有的的公益性和社會效益最大化,從而吸引更多的參賽者,給主辦方和贊助商帶來更大的利益,是阻礙賽事水平提高的難題。3.李寧10公里路跑聯(lián)賽舉辦的前四年中,沒有真正意義上的贊助商,除了蝶之舞(中國)公司對賽事進(jìn)行了三年的芯片贊助。在2016年開始正式接受贊助,贊助商分為冠名贊助商、贊助商以及媒體合作伙伴三個層次。4.李寧10公里路跑聯(lián)賽市場化運(yùn)作的主要優(yōu)勢是路線選擇、報名費(fèi)用、運(yùn)作模式和醫(yī)療保障;主要機(jī)會存在于路跑群眾基礎(chǔ)、各城市人文環(huán)境、各城市交通狀況以及各城市自然環(huán)境之中;主要劣勢是賽事產(chǎn)品開發(fā)、宣傳力度、相關(guān)活動和項(xiàng)目設(shè)置;主要威脅存在于市場化競爭加劇、和其他賽事合作、各城市天氣狀況以及和國內(nèi)外賽事差距之中。5.李寧10公里路跑聯(lián)賽市場化運(yùn)作的戰(zhàn)略定位是開拓型,即賽事組織者應(yīng)該借助路跑熱的風(fēng)潮,大眾體育消費(fèi)能力的提高以及對健身更高層次的追求,通過良好的運(yùn)作模式以及醫(yī)療保障,選擇更具有人文環(huán)境和自然環(huán)境的城市,設(shè)計(jì)出更專業(yè)更吸引人的跑步路線,致力于打造國內(nèi)一流路跑聯(lián)賽。
[Abstract]:Li Ning's 10-kilometer road racing league, which has been held since 2012, has spanned first and second tier cities with a total of 46 successful events, excluding online events, which have attracted more than 200,000 runners. The scale and influence of the events are not to be underestimated. This paper probes into the market operation of Li Ning's 10-kilometer road race league. The specific directions are product development, operation mode, marketing and sponsorship. With the help of literature, questionnaire, expert interview, mathematical statistics and SWOT analysis, under the guidance of expert teachers, four factors of Li Ning's market operation of 10km running league are selected, such as advantages, disadvantages, opportunities and threats. At the same time, the strategic orientation of market operation is determined, which provides positive opinions for the further development of Li Ning's market operation of 10 km road running league, and also provides the theoretical basis for other operators in our country to organize small and medium-sized sports events. The conclusion is as follows: 1. Li Ning's 10-kilometer road race league has experienced five years of development, the scale of the tournament has been continuously expanded, the route design is unique, the achievements are more specialized, and the service level is becoming more and more perfect. And initially formed a successful mode of market-oriented operation of their own sports events. 2. Li Ning's 10-kilometer road race league needs to be improved in terms of product development. Whether it is physical product development or competition product development, there are certain defects; if the event operation is divided according to the main operating body, Li Ning's 10-kilometer road race league is a production enterprise-type operation model. Brand publicity is the main purpose of the event, and priority is given to long-term interests. In terms of in-depth understanding of market demand, event distribution, and promotion, Li Ning has brought its strengths into full play, but as far as a reasonable marketing mix is concerned, how to maximize the public welfare and social benefits of the sports events themselves, thereby attracting more contestants, Bringing greater benefits to organisers and sponsors is a challenge. In the first four years of Li Ning's 10 km run, there was no real sponsor, except the Butterfly Dance (China) company that sponsored the event for three years. Officially accepted in 2016, sponsors are classified as named sponsors, sponsors and media partners at three levels. 4. Li Ning's main advantages in the market-oriented operation of the 10-kilometer road race league are route selection, registration fees, operation mode and medical security; the main opportunities are based on the masses of the road runners and the humanistic environment of the cities. Among the traffic conditions and the natural environment of the cities; the main disadvantages are the product development, publicity, related activities and project setup of the event; the main threat lies in the intensification of market competition and cooperation with other sports events, The weather conditions and the gap between the cities and domestic and foreign competitions. 5. 5. Li Ning's strategic orientation in the market-oriented operation of the 10-kilometer road race league is a pioneering one, that is, the organizers of the events should make use of the trend of running on the road, the improvement of the consumption capacity of mass sports and the pursuit of a higher level of fitness. Through a good operation model and medical security, choose more humane environment and natural environment of the city, design a more professional and more attractive running route, dedicated to build a first-class domestic road racing league.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G822
[Abstract]:Li Ning's 10-kilometer road racing league, which has been held since 2012, has spanned first and second tier cities with a total of 46 successful events, excluding online events, which have attracted more than 200,000 runners. The scale and influence of the events are not to be underestimated. This paper probes into the market operation of Li Ning's 10-kilometer road race league. The specific directions are product development, operation mode, marketing and sponsorship. With the help of literature, questionnaire, expert interview, mathematical statistics and SWOT analysis, under the guidance of expert teachers, four factors of Li Ning's market operation of 10km running league are selected, such as advantages, disadvantages, opportunities and threats. At the same time, the strategic orientation of market operation is determined, which provides positive opinions for the further development of Li Ning's market operation of 10 km road running league, and also provides the theoretical basis for other operators in our country to organize small and medium-sized sports events. The conclusion is as follows: 1. Li Ning's 10-kilometer road race league has experienced five years of development, the scale of the tournament has been continuously expanded, the route design is unique, the achievements are more specialized, and the service level is becoming more and more perfect. And initially formed a successful mode of market-oriented operation of their own sports events. 2. Li Ning's 10-kilometer road race league needs to be improved in terms of product development. Whether it is physical product development or competition product development, there are certain defects; if the event operation is divided according to the main operating body, Li Ning's 10-kilometer road race league is a production enterprise-type operation model. Brand publicity is the main purpose of the event, and priority is given to long-term interests. In terms of in-depth understanding of market demand, event distribution, and promotion, Li Ning has brought its strengths into full play, but as far as a reasonable marketing mix is concerned, how to maximize the public welfare and social benefits of the sports events themselves, thereby attracting more contestants, Bringing greater benefits to organisers and sponsors is a challenge. In the first four years of Li Ning's 10 km run, there was no real sponsor, except the Butterfly Dance (China) company that sponsored the event for three years. Officially accepted in 2016, sponsors are classified as named sponsors, sponsors and media partners at three levels. 4. Li Ning's main advantages in the market-oriented operation of the 10-kilometer road race league are route selection, registration fees, operation mode and medical security; the main opportunities are based on the masses of the road runners and the humanistic environment of the cities. Among the traffic conditions and the natural environment of the cities; the main disadvantages are the product development, publicity, related activities and project setup of the event; the main threat lies in the intensification of market competition and cooperation with other sports events, The weather conditions and the gap between the cities and domestic and foreign competitions. 5. 5. Li Ning's strategic orientation in the market-oriented operation of the 10-kilometer road race league is a pioneering one, that is, the organizers of the events should make use of the trend of running on the road, the improvement of the consumption capacity of mass sports and the pursuit of a higher level of fitness. Through a good operation model and medical security, choose more humane environment and natural environment of the city, design a more professional and more attractive running route, dedicated to build a first-class domestic road racing league.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G822
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