【摘要】：現(xiàn)代社會,隨著全球范圍內(nèi)工業(yè)化、現(xiàn)代化和城市化進程的加劇,地球大氣中溫室氣體含量逐漸升高,異常的氣候變化給人類社會帶來嚴重影響。發(fā)展低碳經(jīng)濟已經(jīng)成為世界各國的普遍共識。低碳經(jīng)濟是實現(xiàn)人類社會可持續(xù)發(fā)展的必然要求,也是各地進行產(chǎn)業(yè)結(jié)構(gòu)調(diào)整和升級的核心問題。而體育產(chǎn)業(yè),作為低碳經(jīng)濟中最具成長基礎(chǔ)的產(chǎn)業(yè),將是未來中國社會“調(diào)結(jié)構(gòu)和保增長”的重要力量。體育旅游業(yè)是隨著體育產(chǎn)業(yè)的發(fā)展而衍生出的新興行業(yè),正隨著全世界范圍內(nèi)體育產(chǎn)業(yè)的高速發(fā)展而不斷成長。體育旅游,作為一種健康的旅游和生活方式,在中國逐漸被更多的人們所接受。體育旅游市場也被很多城市關(guān)注,開始成為重點開發(fā)的新的經(jīng)濟增長點。特別是對作為2008奧運會帆船比賽舉辦城市的青島來說,“帆船之都”的稱號,正是其發(fā)展體育旅游市場、打造優(yōu)勢體育品牌的象征。 青島的體育旅游業(yè)發(fā)展較早,優(yōu)勢突出,但在發(fā)展過程中存在諸多問題。本文在對低碳經(jīng)濟、體育旅游等理論進行充分研究的基礎(chǔ)上,通過查閱大量文獻資料,對相關(guān)專家走訪和對旅游者調(diào)查以了解實際情況,并運用經(jīng)典的競爭態(tài)勢SWOT方法分析了青島市體育旅游市場的發(fā)展現(xiàn)狀,從內(nèi)部和外部條件兩個層面剖析了青島市體育旅游業(yè)的區(qū)位優(yōu)勢、資源優(yōu)勢以及存在缺陷與威脅,并對未來青島市體育旅游業(yè)的機遇和市場潛力進行論述。文章針對現(xiàn)狀,提出從以體育旅游產(chǎn)品為中心向以體育旅游消費者的需求為中心進行轉(zhuǎn)變,采用體驗模式、1對1營銷模式滿足消費者需求；依據(jù)低碳經(jīng)濟發(fā)展背景,在產(chǎn)品定位上采用綠色營銷模式,實現(xiàn)可持續(xù)發(fā)展；宣傳上采取品牌模式；推廣方式上采取文化模式、網(wǎng)絡(luò)模式等,采取多手法、從多角度構(gòu)建適宜青島市發(fā)展體育旅游市場的整合營銷模式,以期對青島市體育旅游市場的發(fā)展提供可借鑒的研究成果。
[Abstract]:In modern society, with the industrialization, modernization and urbanization in the global scope, the greenhouse gas content in the earth's atmosphere is gradually increasing, and the abnormal climate change has a serious impact on the human society. The development of low-carbon economy has become a universal consensus in the world. Low-carbon economy is an inevitable requirement to realize the sustainable development of human society, and it is also the core problem to adjust and upgrade the industrial structure. The sports industry, as the most basic industry in the low-carbon economy, will be an important force for the future Chinese society to "adjust the structure and maintain growth". Sports tourism is a new industry derived from the development of sports industry, which is growing continuously with the rapid development of sports industry all over the world. Sports tourism, as a healthy tourism and lifestyle, is gradually accepted by more and more people in China. Sports tourism market has also been concerned by many cities, and has become a new economic growth point of key development. Especially for Qingdao, which is the host city of sailing events for the 2008 Olympic Games, the title of "sailing capital" is the symbol of developing the sports tourism market and building the superior sports brand. Qingdao's sports tourism developed earlier and had outstanding advantages, but there are many problems in the process of development. Based on the full study of low-carbon economy, sports tourism and other theories, this paper, by consulting a large number of literature, visiting relevant experts and investigating tourists to understand the actual situation, Using the classical competitive situation SWOT method, this paper analyzes the present situation of the sports tourism market in Qingdao, analyzes the location advantage, the resource advantage, the defect and the threat of the sports tourism in Qingdao from the internal and external conditions. And the future Qingdao sports tourism opportunities and market potential are discussed. In view of the present situation, the paper puts forward the change from taking the sports tourism product as the center to the sports tourism consumer's demand as the center, adopts the experience mode, 1 to 1 marketing mode to satisfy the consumer demand; According to the development background of low-carbon economy, green marketing mode is adopted in product positioning to realize sustainable development, and brand model is adopted in propaganda. In order to provide reference for the development of sports tourism market in Qingdao, we adopt cultural model, network mode and so on, and adopt many methods to construct the integrated marketing model suitable for the development of sports tourism market in Qingdao from many angles.
【學位授予單位】：山東體育學院
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G812.7-F;F592.7

【參考文獻】

相關(guān)期刊論文 前10條

1 鮑健強;苗陽;陳鋒;;低碳經(jīng)濟:人類經(jīng)濟發(fā)展方式的新變革[J];中國工業(yè)經(jīng)濟;2008年04期

2 徐駟紅;呂夢亞;;低碳視角下的經(jīng)濟轉(zhuǎn)型升級[J];北方經(jīng)濟;2012年09期

3 李平;試論青島濱海休閑體育旅游的開發(fā)[J];海岸工程;2002年01期

4 連漪,馬藝芳;旅游目的地競爭性營銷模式研究[J];廣西社會科學;2004年04期

5 蘇徐;;試論市場營銷觀念與整合營銷觀念的關(guān)系[J];中國集體經(jīng)濟(下半月);2007年03期

6 李天元;陳家剛;;體育旅游資源開發(fā)及營銷[J];旅游科學;2006年06期

7 馮瑞;;區(qū)域經(jīng)濟受體育旅游影響的研究[J];商場現(xiàn)代化;2009年04期

8 張志剛;;國內(nèi)外體育旅游研究綜述[J];山西師大體育學院學報;2008年S1期

9 楊麗麗;;青島市帆船體育旅游的現(xiàn)狀及改進措施[J];體育科研;2011年06期

10 譚白英,鄒蓉;體育旅游在中國的發(fā)展[J];體育學刊;2002年03期

，

本文編號：2329529