南京“星光杯”高爾夫挑戰(zhàn)賽賽事運營研究
發(fā)布時間：2018-10-05 20:12
【摘要】：高爾夫運動成為奧運會比賽項目的背景下,以及隨著我國社會經(jīng)濟的不斷發(fā)展,高爾夫運動在我國的發(fā)展迅速,高爾夫國際比賽的開展推動了我國本土高爾夫賽事的發(fā)展。本文通過對國內(nèi)外高爾夫運動的發(fā)展歷程、賽事開展、賽事運營等方面的資料進行整理和分析,筆者在整理相關(guān)的文獻和閱讀大量的論文、書籍和資料后,從理論和實際方面進行分析,發(fā)現(xiàn)我國本土高爾夫的賽事發(fā)展存在一定的不足,尤其是高爾夫的賽事運營不盡合理。要使我國高爾夫運動得到發(fā)展,首先要提升我國高爾夫的競技水平,而高爾夫賽事的開展不僅是高爾夫選手切磋技藝的平臺,也有助于我國高爾夫運動競技水平的提升,更是我國高爾夫選手走向世界的有效途徑。高爾夫賽事的開展是促進我國高爾夫產(chǎn)業(yè)發(fā)展的重要部分。但在高爾夫賽事運營過程中,由于賽事運營的管理模式、賽事的營銷水平等因素的影響,導致高爾夫賽事運營中存在一定的問題。本文通過研究南京“星光杯”高爾夫挑戰(zhàn)賽的賽事運營現(xiàn)狀,找出其賽事運營中存在的問題,并提出相應(yīng)的發(fā)展對策,以促進賽事的長遠發(fā)展。南京“星光杯”高爾夫挑戰(zhàn)賽自2007年創(chuàng)辦以來,取得了一定的成就,但在賽事運營中也遇到了一些問題。如何完善該賽事的運營并提出相關(guān)建議,為南京“星光杯”高爾夫挑戰(zhàn)賽和其它高爾夫賽事提供參考是本文的研究目的和意義。本文采用文獻資料法、訪談法、邏輯分析法等研究方法對南京“星光杯”高爾夫挑戰(zhàn)賽賽事發(fā)展現(xiàn)狀的組織單位、運營模式、運營內(nèi)容、比賽類型、相關(guān)活動和商業(yè)開發(fā)、媒體宣傳、品牌形象以及文化內(nèi)涵等方面進行深入研究,對賽事的運營現(xiàn)狀、存在問題進行分析,最終形成結(jié)論和建議。通過研究分析得出南京“星光杯”高爾夫挑戰(zhàn)賽賽事運營中存在的問題主要有:(1)賽事運營管理模式缺陷,不利于賽事的長遠發(fā)展;(2)賽事媒體宣傳內(nèi)容單一,宣傳內(nèi)容缺乏新意;(3)賽事的贊助體系過于簡單,贊助商體系跨度太大;(4)高爾夫賽事品牌知名度不高,賽事影響力較小。根據(jù)本文的研究結(jié)果和高爾夫賽事的良性發(fā)展態(tài)勢,筆者提出了相對應(yīng)的解決對策。(1)創(chuàng)新高爾夫賽事運營管理模式,提高賽事的運營水平;(2)提升賽事的營銷水平,加強高爾夫的文化宣傳;(3)完善賽事贊助體系,多渠道尋求贊助商;(4)加強賽事各方合作,打造高爾夫品牌賽事。通過以上發(fā)展對策,完善南京“星光杯”高爾夫挑戰(zhàn)賽的賽事運營,提升高爾夫賽事的品牌影響力,以促進高爾夫賽事的長遠發(fā)展。
[Abstract]:With the development of China's social economy, golf has developed rapidly in China. The development of international golf competition has promoted the development of local golf events in China. In this paper, through the development of golf at home and abroad, the development of the event, the event operation and other aspects of the data collation and analysis, the author of the relevant documents and read a large number of papers, books and materials, From the theoretical and practical analysis, it is found that there are some deficiencies in the development of local golf events in China, especially the unreasonable operation of golf events. In order to develop golf in China, the first step is to improve the competitive level of golf in China, and the development of golf events is not only a platform for golfers to exchange their skills, but also contributes to the improvement of the competitive level of golf in China. It is also an effective way for Chinese golfers to go to the world. The development of golf events is an important part of promoting the development of golf industry in China. However, due to the influence of the management mode and marketing level of golf events, there are some problems in the operation of golf events. By studying the current situation of the running of the Nanjing "Star Cup" Golf Challenge, this paper finds out the problems existing in the operation of the tournament, and puts forward the corresponding development countermeasures to promote the long-term development of the event. Since its establishment in 2007, Nanjing Star Cup Golf Challenge has made some achievements, but it has also encountered some problems in its operation. The purpose and significance of this paper are how to improve the operation of the event and put forward some suggestions to provide reference for Nanjing "Starlight Cup" Golf Challenge and other golf events. This paper uses the methods of literature, interview and logic analysis to study the organization, operation mode, operation content, competition type, related activities and commercial development of Nanjing "Starlight Cup" Golf Challenge. Media publicity, brand image and cultural connotations are studied in depth, the current situation and problems of the event are analyzed, and the final conclusions and suggestions are formed. Through research and analysis, the main problems in the operation of Nanjing "Star Cup" Golf Challenge are as follows: (1) the defect of the operation management mode of the event, which is not conducive to the long-term development of the event; (2) the single content of the media publicity of the event. Lack of new content; (3) the sponsorship system is too simple, the sponsorship system span is too large; (4) golf event brand awareness is not high, event impact is small. According to the research results of this paper and the benign development situation of golf events, the author puts forward the corresponding solutions. (1) innovating the operation management mode of golf events, improving the level of the operation of the events; (2) improving the marketing level of the events, Strengthen the cultural publicity of golf; (3) improve the sponsorship system, multi-channel to seek sponsors; (4) strengthen the cooperation between the parties to the event, create golf brand events. Through the above development countermeasures, improve the Nanjing "Starlight Cup" golf challenge event operation, enhance the brand influence of golf events, in order to promote the long-term development of golf events.
【學位授予單位】：南京體育學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G849.3
本文編號：2254721
[Abstract]:With the development of China's social economy, golf has developed rapidly in China. The development of international golf competition has promoted the development of local golf events in China. In this paper, through the development of golf at home and abroad, the development of the event, the event operation and other aspects of the data collation and analysis, the author of the relevant documents and read a large number of papers, books and materials, From the theoretical and practical analysis, it is found that there are some deficiencies in the development of local golf events in China, especially the unreasonable operation of golf events. In order to develop golf in China, the first step is to improve the competitive level of golf in China, and the development of golf events is not only a platform for golfers to exchange their skills, but also contributes to the improvement of the competitive level of golf in China. It is also an effective way for Chinese golfers to go to the world. The development of golf events is an important part of promoting the development of golf industry in China. However, due to the influence of the management mode and marketing level of golf events, there are some problems in the operation of golf events. By studying the current situation of the running of the Nanjing "Star Cup" Golf Challenge, this paper finds out the problems existing in the operation of the tournament, and puts forward the corresponding development countermeasures to promote the long-term development of the event. Since its establishment in 2007, Nanjing Star Cup Golf Challenge has made some achievements, but it has also encountered some problems in its operation. The purpose and significance of this paper are how to improve the operation of the event and put forward some suggestions to provide reference for Nanjing "Starlight Cup" Golf Challenge and other golf events. This paper uses the methods of literature, interview and logic analysis to study the organization, operation mode, operation content, competition type, related activities and commercial development of Nanjing "Starlight Cup" Golf Challenge. Media publicity, brand image and cultural connotations are studied in depth, the current situation and problems of the event are analyzed, and the final conclusions and suggestions are formed. Through research and analysis, the main problems in the operation of Nanjing "Star Cup" Golf Challenge are as follows: (1) the defect of the operation management mode of the event, which is not conducive to the long-term development of the event; (2) the single content of the media publicity of the event. Lack of new content; (3) the sponsorship system is too simple, the sponsorship system span is too large; (4) golf event brand awareness is not high, event impact is small. According to the research results of this paper and the benign development situation of golf events, the author puts forward the corresponding solutions. (1) innovating the operation management mode of golf events, improving the level of the operation of the events; (2) improving the marketing level of the events, Strengthen the cultural publicity of golf; (3) improve the sponsorship system, multi-channel to seek sponsors; (4) strengthen the cooperation between the parties to the event, create golf brand events. Through the above development countermeasures, improve the Nanjing "Starlight Cup" golf challenge event operation, enhance the brand influence of golf events, in order to promote the long-term development of golf events.
【學位授予單位】：南京體育學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G849.3
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