本科论文摘 要在当今经济全球化潮流下，随着全球城市的激烈化竞争，体育赛事营销作为一项新兴产业逐渐成为促进城市经济发展、提高城市竞争力的重要手段和必要战略选择。体育赛事营销在赛事策划和管理、旅游观光、购物、娱乐、经贸谈判、科技文化以及城市形象展示等方面大放异彩，其在城市发展中的润色作用越来越高。在改革开放和市场经济的不断发展时代大背景下，举办体育赛事这一行为也在中国各大城市逐渐兴起。体育赛事好比一张城市的名片，对促进举办地的政治、经济、文化和体育的发展起到了巨大推动作用。本文以济南市体育赛事营销策略为研究对象,在梳理市场营销等相关理论的基础上,深入剖析济南体育赛事营销所面临的宏微观环境背景和制约因素，找出了制约济南体育赛事营销进一步发展的问题，并根据济南体育赛事在未来的发展机遇，提出了对策。通过总结其过往赛事经验和启示,力图为济南和国内其他体育赛事的营销提供理论方面的参考。希望借助本文的硏究能对济南市体育赛事营销策略的完善和提升有所帮助。关键词：体育赛事市场，营销策略，战略选择本科论文AbstractIn the current trend of economic globalization, with the fierce competition in global cities, sports event marketing as an emerging industry has gradually become an important means and necessary strategic choice to promote urban economic development and improve urban competitiveness. Sports event marketing shines in event planning and management, tourism and sightseeing, shopping, entertainment, economic and trade negotiations, technology and culture, and city image display. Its role in urban development is getting higher and higher. Against the backdrop of the era of reform and opening up and the continuous development of the market economy, the act of holding sports events has also gradually emerged in major cities in China. A sports event is like a business card for a city, and it has played a huge role in promoting the political, economic, cultural and sports development of the venue.This article takes Jinan's sports event marketing ...
