沙排大滿貫北京賽商業(yè)化運作模式探究.pdf

1、沙排大滿貫北京賽商業(yè)化運作模式探究論文隨機驗證編號：BT5422256253IV 摘要 摘要 隨著我國市場經濟的發(fā)展和政府體制改革的逐漸深入，北京市舉辦的國際體育賽事需要建立起高效的商業(yè)化運作模式，通過專業(yè)市場化的運作，整合賽事資源，充分開發(fā)賽事商業(yè)價值，獲取經濟收益，逐步擺脫依靠財政投入和政府引導資金補貼的情況，形成自籌資金的良性循環(huán)，以確保賽事能夠持續(xù)良好的發(fā)展。 本文以體育賽事商業(yè)化運作模式為研究對象，在閱讀商業(yè)模式、賽事運作相關

2、理論文獻的基礎上，通過訪談法、案例分析法和實地調查法了解“沙排大滿貫北京賽”商業(yè)化運作現狀。從商業(yè)模式視角定義體育賽事商業(yè)化運作，結合對北京國際體育賽事運營現狀、利益相關者交易結構、發(fā)展有利條件和存在問題等的分析。運用商業(yè)模式畫布研究工具，通過分析賽事的目標客戶、價值主張、渠道通路、重要伙伴、客戶關系、成本結構、收入模式、核心資源、關鍵業(yè)務這些構成因素來描述和探討適合體育賽事商業(yè)化運作模式的分析模型。 賽事的商業(yè)化運作要識別是否形成了一

3、種以觀眾和贊助商為目標客戶，在做好賽事管理和充分挖掘賽事市場資源商業(yè)價值的基礎上，聯合媒體、運動員、場館方、各級體育行政機構等重要合作伙伴，通過市場開發(fā)、競賽管理、市場營銷、賽事產品設計、媒體合作、觀眾服務等不同關鍵業(yè)務組合，來為觀眾提供精彩競技比賽以及娛樂休閑體驗和為贊助商企業(yè)提供以體育賽事為載體的優(yōu)質營銷平臺；并且通過賽事的營銷、包裝、宣傳推廣來吸引客戶，借助觀賽服務、售票服務和定制化的贊助方案設計等途徑維系客戶，與觀眾形成共同創(chuàng)造

4、價值的互動關系，與贊助商建立雙贏的戰(zhàn)略伙伴關系，以獲得穩(wěn)定經濟收入的模式。 筆者選取“國際排聯沙灘排球世界大滿貫北京賽”為例，運用提出的賽事商業(yè)化運作模式框架分析該賽事商業(yè)化運作的具體情況，發(fā)現其存在的問題。 根據商業(yè)模式創(chuàng)新理論，認為賽事應該提升為客戶創(chuàng)造價值的能力，本文基于對觀眾和贊助商的需求理解，提出體育賽事商業(yè)運作模式的兩個創(chuàng)新思路：一、通過融入參與度強的體育休閑娛樂和全民健身活動更好地為觀眾創(chuàng)造價值；二、通過營銷環(huán)節(jié)和市場開發(fā)

5、的設計，整合文化傳媒娛樂產業(yè)的資源，開展整合營銷傳播，更好地為贊助商創(chuàng)造價值。并結合“沙排大滿貫北京賽”的特點，沙排大滿貫北京賽商業(yè)化運作模式探究論文隨機驗證編號：BT5422256253VI ABSTRACT With the establishment of market economy and the deepening of government reform in China. Beijing needs to bui

6、ld up a high efficient commercial operation mode of international sports events, Integrate resources, develop commercial value and obtain economic benefits from the professional market-oriented operation. Gradually get

7、rid of relying on finance and government subsidies. Form a good circulation of self-raised funds to ensure the sustainable development of events. This paper takes the sports commercialized operation mode

8、 as the research object. By reading business model and event marketing material and using the interview method, case analysis and field investigation method to study the current situation of “FIVB Beach Volleyball

9、 Beijing Grand Slam”commercial operation. Defining sports commercialized operation from the perspective of business model, in combination with analysis of the Beijing international sports event operation present situatio

10、n, the stakeholders’ structure, development advantages and problems. Using the business model canvas research tools to describe and explore suitable analysis model of commercial operation mode for sports event

11、 through the analysis of the customer segments, the value proposition, channels, key partnerships, customer relationship, cost structure, revenue model, key resources and key activities.. This paper believes that the ev

12、ent commercialized operation should identify whether it forms a high-quality marketing platform, which regards the audience and sponsors as the target customers. On the basis of event management and fully exert the com

13、mercial value of event marketing resources with media, athletes, venues, sports administrative departments and other important partners through different key activities combination of market development, event manageme

14、nt, marketing, event product design, media cooperation and spectator service, to provide competitive match and entertainment experience for audience and high-quality marketing platform for sponsors. And attract