公共服务视野下体育社会营销理论体系构建-南京体育学报学报.doc

体育公共服务社会营销理论分析与体系构建 刘宏亮 （南京中医药大学体育部，江苏 南京 210023） 摘 要：通过文献资料、综合分析等研究方法将社会营销理论引入体育公共服务中来，社会营销理论对于体育公共服务具有较好的适应性：影响人们的运动行为是体育公共服务的重要旨意与社会营销影响社会行为的终极目标相契合；传播运动观念是体育公共服务的重要内容与社会营销营销社会观念的核心理念相匹配；体育公共服务的普惠性与社会营销的大众性不谋而合。经济社会发展的内在规律、公共服务推行的效果提升等需要我们重新审视推行方法，社会营销为体育公共服务的推行提供了新的视角。对体育公共服务社会营销理论进行了初步的分析：体育公共服务社会营销的目标应该是促进人们体育认知的改变、体育行动的改变进而实现体育行为的改变；营销的主体应该包括政府、体育协会、体育非盈利组织、影响力个人等；营销对象除了广大公众外还包括特定的社会组织、团体等；营销渠道应该多元；实施整合营销的战略。构建了体育公共服务社会营销的基本体系，包括体育公共服务社会营销的调查、目标群体的细分与目标的确立、产品的定位、分销渠道选择、方案的制定、实施、控制与评估等。 关键词：体育公共服务；社会营销；观念；需求 The Theory Analysis and System Construction of Social Marketing on Sports Public Service LIU Hong－liang （Department of Physical Education，Nanjing University of Traditional Chinese Medicine，Nanjing 210023，China） Abstract: The research methods literature, a comprehensive analysis of social marketing theory into public service to sports, social marketing theory for sports public service has better adaptability: influence peoples behavior is an important purpose sports and social sports public service the ultimate goal of the marketing impact of social behavior fit; communication campaign concept is an important part of sports public services and the core concept of social marketing, social marketing concepts to match; inclusive social marketing and mass sports public services coincide. The inherent law of economic and social development, the effect of enhancing the implementation of public services, such as we need to re-examine the methodology for the implementation of social marketing of sports public service provides a new perspective. Public social marketing theory of sports services conducted a preliminary analysis: Sports Public Service Social Marketing goal should be to promote the awareness of the people to change the sport, thus achieving change sports action sports behavior change; main marketing should include government, sports associations Sports nonprofit organization, influence individuals; marketing object in addition to the general publi