沙排大滿貫北京賽商業(yè)化運(yùn)作模式探究.pdf

1、沙排大滿貫北京賽商業(yè)化運(yùn)作模式探究論文隨機(jī)驗(yàn)證編號：BT5422256253IV 摘要 摘要 隨著我國市場經(jīng)濟(jì)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(yùn)作模式，通過專業(yè)市場化的運(yùn)作，整合賽事資源，充分開發(fā)賽事商業(yè)價值，獲取經(jīng)濟(jì)收益，逐步擺脫依靠財(cái)政投入和政府引導(dǎo)資金補(bǔ)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(yùn)作模式為研究對象，在閱讀商業(yè)模式、賽事運(yùn)作相關(guān)

2、理論文獻(xiàn)的基礎(chǔ)上，通過訪談法、案例分析法和實(shí)地調(diào)查法了解“沙排大滿貫北京賽”商業(yè)化運(yùn)作現(xiàn)狀。從商業(yè)模式視角定義體育賽事商業(yè)化運(yùn)作，結(jié)合對北京國際體育賽事運(yùn)營現(xiàn)狀、利益相關(guān)者交易結(jié)構(gòu)、發(fā)展有利條件和存在問題等的分析。運(yùn)用商業(yè)模式畫布研究工具，通過分析賽事的目標(biāo)客戶、價值主張、渠道通路、重要伙伴、客戶關(guān)系、成本結(jié)構(gòu)、收入模式、核心資源、關(guān)鍵業(yè)務(wù)這些構(gòu)成因素來描述和探討適合體育賽事商業(yè)化運(yùn)作模式的分析模型。 賽事的商業(yè)化運(yùn)作要識別是否形成了一

3、種以觀眾和贊助商為目標(biāo)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(chǔ)上，聯(lián)合媒體、運(yùn)動員、場館方、各級體育行政機(jī)構(gòu)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(chǎn)品設(shè)計(jì)、媒體合作、觀眾服務(wù)等不同關(guān)鍵業(yè)務(wù)組合，來為觀眾提供精彩競技比賽以及娛樂休閑體驗(yàn)和為贊助商企業(yè)提供以體育賽事為載體的優(yōu)質(zhì)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(wù)、售票服務(wù)和定制化的贊助方案設(shè)計(jì)等途徑維系客戶，與觀眾形成共同創(chuàng)造

4、價值的互動關(guān)系，與贊助商建立雙贏的戰(zhàn)略伙伴關(guān)系，以獲得穩(wěn)定經(jīng)濟(jì)收入的模式。 筆者選取“國際排聯(lián)沙灘排球世界大滿貫北京賽”為例，運(yùn)用提出的賽事商業(yè)化運(yùn)作模式框架分析該賽事商業(yè)化運(yùn)作的具體情況，發(fā)現(xiàn)其存在的問題。 根據(jù)商業(yè)模式創(chuàng)新理論，認(rèn)為賽事應(yīng)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(yùn)作模式的兩個創(chuàng)新思路：一、通過融入?yún)⑴c度強(qiáng)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(shè)計(jì)，整合文化傳媒娛樂產(chǎn)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(jié)合“沙排大滿貫北京賽”的特點(diǎn)，沙排大滿貫北京賽商業(yè)化運(yùn)作模式探究論文隨機(jī)驗(yàn)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