摘要
越来越多的体育赛事组织通过建立赛事网站促进其与体育迷的交流和互动。依据市场营销理论,运用内容分析法,对中国三大马拉松赛事和国际五大马拉松大满贯赛事网站内容进行比较。结果显示:国际马拉松大满贯赛事把网站作为分销渠道,注重市场的推广;中国马拉松赛事把网站作为信息发布的渠道,缺乏与体育迷、客户的互动。
An increasing number of sport event organizations build websites to improve the communication and interaction with fans.Based on the theory of market management and content analysis,the paper explores the content comparison between the three Chinese Marathon events and Marathon Grand Slam websites.It indicates that Marathon Grand Slam uses websites as distribution channel as well as emphasizes market promotion.On the other hand,Chinese marathon events treat websites as the channel of information announcement and pay less attention to the interaction between sport fans and customers.
出处
《上海体育学院学报》
CSSCI
北大核心
2012年第4期54-57,共4页
Journal of Shanghai University of Sport
基金
上海市体育社会科学决策咨询研究项目(TYSKYJ2011083)
关键词
中国马拉松赛事
国际马拉松大满贯赛事
网站
市场营销理论
内容比较
指标
Chinese Marathon Events
International Marathon Grand Slam
website
marketing management theory
content comparison
index
