现代城市营销中的体育营销策略的研究.docVIP

内 容 摘 要 随着体育自身的全球化和商业化，体育对我们社会的影响也与日俱增，国际上越来越多的城市已经意识到举办一些具有重大影响的国际比赛，不仅能够极大地完善城市的功能、增加城市的就业机会、带动城市的经济发展，而且更能够提升城市的形象，更有利于城市的整体营销。城市产品理论是国外较为成熟的城市发展理论之一而体育则逐渐成为城市发展的代言人。结合国外成功案例的经验从城市产品的特点出发探讨体育在市城市营销过程中的作用。 关键词体育城市营销 Abstract With the globalization and commercialization of sport itself, the impact of sports on our society has increased. Internationally more and more cities have already realized to conduct some major international games, which not only can greatly improve the urban function, increase urban employment opportunities, and promote urban economic development, but also is better a