【精品】毕业论文：青海品牌体育赛事营销策略研究.doc

毕业论文 题 目： —以“环湖赛”为例 学 生 姓 名： 李 启 祯 学 号： 0734105119 指 导 教 师： 王 丹 专 业 年 级： 工商管理系 所 在 班 级： 07市场营销班 完 成 日 期： 2011年6月8日 答 辩 日 期： 2011年6月13 日 青海品牌体育赛事营销策略研究—以“环湖赛”为例 摘要 当今社会，几乎每个城市、地区都在千方百计打造自己特有的品牌，寻找属于自己的品牌符号。曾几何时，青海的经济发展比较缓慢，借助体育赛事让青海高原美景走出“闺房”，在世人面前掀起“盖头”，是青海省实施品牌战略的重要举措。到目前为止，青海已经形成了以环青海湖民族文化体育旅游圈为核心，以环青海湖国际公路自行车赛、中国青海抢渡黄河极限挑战赛、青海高原世界杯攀岩赛三大品牌赛事为中心把青海的自然风光、人文景观与体育结合，打体育牌QINGHAI SPORT MARKETING BRAND STRATEGY - LAKE RACE AS AN EXAMPLE Abstract In current, nearly every city, district are left no stone unturned in creating your own unique brand, find their own brand symbol. Once upon a time, relatively slow economic development of Qinghai Province, with brand beauty of sports events to the Qinghai plateau out of the boudoir” in the eyes of the world launching the hijabis a brand of Qinghai and the importance of sports marketing strategy initiatives. So far, around Qinghai Lake in Qinghai Province has already formed a circle of national culture and sports tourism as the core, Qinghai Lake International Road Cycling Race, crossed the Yellow River in Qinghai, China grab ultimate tournament, the Qinghai Plateau Climbing World Cup tournament match for the three brands Center of the brand sports events, the natural scenery of Qinghai, cultural landscape and the combination of athletic competition, playing sports brand. Based on the present situation of Qinghai brand sports events, combined with the research analysis under Chinas market economic system reform direction sports administration system, using economics about marketing theory and the life cycle theory, using qualitative analysis methods of analysis and empirical analysis and normative analysis, the method of combining reviewed and summarized, summary analysis. Brand sporting event in Qinghai province puts forward