摘要
通过文献资料、数据分析、实地考察等方法研究上海国际马拉松赛赛事运营的市场推广,发现上海国际马拉松赛的市场推广中主要赞助商单一且缺乏本土品牌,竞赛项目单一且缺少特色,结论是完善参与马拉松赛赞助的国内企业的优惠政策,减少赛事运营的环节,重视赞助商的反馈,利用社交平台加强对赛事的推广。
This paper studies the marketing of Shanghai International Marathon by means of literature,data analysis and field investigation.It is found that the main sponsors of Shanghai International Marathon are single and lacking of local brands,besides,the competition events are single and lacking of characteristics.The conclusion is to improve preferential policies for domestic enterprises that participate in the marathon sponsorship,to reduce the events operation steps,to pay attention to sponsors＇ feedback,and to enhance the promotion of competitions by using social platforms.
出处
《体育科技文献通报》
2017年第7期120-122,共3页
Bulletin of Sport Science & Technology
