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Studies in the Possibility Using Project Marketing Theories on Sports Events

Author: MaChengGuo
Tutor: NiGang
School: East China Normal University
Course: Sports
Keywords: Marketing Project Marketing Sports events Project Management
CLC: G80-05
Type: Master's thesis
Year: 2008
Downloads: 259
Quote: 2
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Abstract


At present, our country in the sports event marketing research, on macroscopic, sports competes took a special event, the utilization special event marketing theory and the method conduct the research, on microscopic basic is certain parts which competes, the utilization common product or the service market marketing theory and the method carries on the research; Manages at the sports event in the research, the sports event and the project management theory overlapping fusion, carries on using the project management theory and the method the research. Sports event has "Project" of the connotation and the basic attribute, the sports event took "Project", the utilization developed recently an emerging theory - project marketing theory, and unified market marketing theory this unique angle of view to conduct the research was this article innovation. This article utilizes the project marketing the theory to carry on the project marketing to the sports event marketing the feasible proof, has developed the sports event marketing new idea, opened the sports event marketing new angle of view.This article from the project marketing concept, the project marketing connotation embarks, carries on "Project" to the sports event the analysis, how promotes uses the project marketing theory, carries on "Project marketing" to the sports event the analysis, the sports event project marketing operation frame analysis as well as the sports event project marketing strategy analysis research, thus has the enlightenment to the sports event marketing fundamental research and the practice.This article in Project view foundation, has analyzed the project market mechanism, in under the project market structural framing, utilizes the market marketing the theory, the value payment system theory, the industrial market model and the supply chain management and so on the correlation theories, embarked from the sports event project market customer, analyzes the customer to compete the item goal demand structure, thus provided the correct basis for the correct formulation sports event project market marketing combination. Needs to point out especially, innovated in this research proposed the sports event project marketing concept, myself no longer limited to the sports event understanding to one-sided and the specific understanding, but was comes up the understanding sports event project from the macroscopic whole, improvement sports event project certain weakness, accepted the sports event project for the market to lay the foundation truly. Finally, this topic also proposed take Project marketing correlation theories as the foundation sports event project marketing operation frame and the marketing strategy analysis.

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CLC: > Culture, science,education, sports > Sports > Sports theory > The relationship between sports and other disciplines
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