摘要
运用SWOT分析法,对冰雪马拉松项目在我国推广的优势、劣势、机遇和挑战进行分析。结果显示:优势在于依托"马拉松热",形成赛事成熟机制,体育+旅游+文化形成品牌特色;劣势在于参赛者健身常识不足、赛事医疗急救缺位,地域性、季节性因素限制赛事发展;机遇在于冰雪体育备受青睐,冬奥会背景下体育政策红利;挑战在于项目起步阶段群众基础薄弱,同类项目的竞争。对此,从以下四个方面提出我国冰雪马拉松推广策略:融合地域特色,丰富文化内涵;提升安全系数,安全防控到位;扩大资金来源,加快赛事市场化;打破地域季节限制,推进北冰南展西扩。
By using the method of SWOT analysis,this article analyses the advantages,disadvantages,opportunities and challenges of the promotion of ice and snow marathon in China.The results show that the advantages now depend on"marathon fever",mature mechanism,and the brand characteristics of"sports+tourism+culture".The disadvantage lies in the lack of fitness knowledge,the absence of medical first aid,regional and seasonal factors,which limit its development.Opportunities include sport for all,the popularity of ice and snow sports,and the benefits of sports policy in the context of the winter Olympics;the challenge lies in the initial stage of the project.In view of this,the paper puts forward the promotion path from the following 4 aspects:fusion of regional characteristics and enrich cultural connotation;improve safety factor,prevention and control in place;increase the intensity of support,accelerate the marketization of the event;break the limitation of geographical season and promote the expansion of north ice to south and west.
作者
周明
ZHOU Ming(P.E.Dept.of Yuncheng College,Yuncheng 044000,Shanxi,China)
出处
《辽宁体育科技》
2021年第1期12-16,共5页
Liaoning Sport Science and Technology
基金
运城学院体育学科建设经费资助
运城学院院级课题(项目编号:CY-2019015)。
关键词
冰雪运动
马拉松
项目推广
snow and ice sports
marathon
events promotion
