山东薛城汽车体育赛事市场开发现状及对策研究.pdfVIP

摘要 全国汽车场地越野锦标赛（简称 “COC”），是由中国汽车运动联合会主办， 经国家体育总局批准为列入年度全国体育竞赛计划和中国汽车运动联合会赛历 的系列比赛。2009 年，枣庄市薛城区经国家体育总局、国家汽摩运动管理中心 批准，成为COC 的分站赛区。 5 年来，薛城区承办了多场国家级汽车赛事，期间不仅圆满完成了国家体育 总局的各项任务，还对促进薛城区经济、文化、汽车工业的繁荣起了一定作用。 然而，COC 薛城站的市场化运作还存在诸多缺陷。因此，从促进赛事持续、健康 发展的角度，开展COC 赛薛城站市场化研究是极有必要的。 本文以COC 薛城站为研究对象，通过文献资料、实地调查、专家访谈等科研 方法，分析COC 薛城站当前的现状，在此基础上，对COC 薛城站存在的问题及如 何更好的市场化运营进行分析与探讨并得出如下结论： 1.汽车运动在我国尚属一项待开发的运动项目，群众基础薄弱，但是 COC 凭借自身的赛事特点吸引了众多城市举办，拥有了很好的发展前景。 2.以SWOT 理论为基础，得出COC 薛城站在文化历史和政策等方面具有得天 独厚的优势，但同时也存在一定的威胁和挑战。 3.通过对COC 薛城站历年现状的研究发现，COC 薛城站市场化运作方面基本 做到了全面细致，但在赛事宣传和招商等方面还缺乏有效的举措。 4.面对COC 薛城站市场化运作存在的问题，运用4P 营销理论研究出行之有 效的解决对策。如提高赛事质量、扩宽宣传渠道、加大招商力度等。 关键词：汽车；薛城站；市场开发 I 万方数据 Abstract National Automobile Field Cross-Country Championships hereinafter referred to as “COC” , is sponsored by Federation of Automobile Sports of PRC, approved by the General Administration of Sport of China as being included in the series competition of annual national sports competition plans and Federation of Automobile Sports of PRC. In 2009, Xuecheng District, Zaozhuang became COC substation venue, approved by General Administration of Sport of China and Automobile and Motorcycle Sports Management Center of China. Over the past five years, Xuecheng District has undertakn many national automobile events, and during the period, various tasks assigned by General Administration of Sport of China successfully have been completed; the automobile events also have played some roles in promoting the prosperity of economy, culture and automotive industry in Xuecheng District. However, there are still many defects in market operation of COC Xuecheng Station. Therefore, it is very necessary to carry out the market research on COC Xuecheng Station from the perspective of promoting sustain and healthy development of the events. This paper takes COC Xuecheng Station as research object, analyzes the its status quo through literat