国际中文开源期刊平台

“一带一路”背景下中国网球赛事文化营销的路径研究

“Belt and Road” Background of China Open Tennis Culture Marketing Path

休闲运动与健康 / 2022,2(4)：31-34 / 2023-10-17 67 100

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• 作者： 杨新其     
• 单位：

  湖北大学体育学院，武汉

• 关键词： “一带一路”；我国网球公开赛；文化营销
• “Belt and Road”; China open tennis; Cultural marketing
• 摘要： “一带一路”背景下全球化经济日益多元化、快捷化，产品的营销与推广均附带有文化现象，彰显出文化软实力的竞争机制。文章从我国网球公开赛文化资源供需关系、营销战略及其与体育强国关系方面进行深入分析，也发现了“一带一路”背景下我国网球公开赛文化营销战略实施所面临的困境：区域特色资源供给与需求发展不协调；赛事衍生产品缺乏文化内涵，核心竞争力较弱。针对所面临的问题，作者给出相应改善策略：政府购买公共体育服务政策引导下积极拓宽我国网球公开赛文化资源供给途径基于产业创新思维体育赛事资源；推进赛事文化产业资源供给的多元化发展。
• “Belt and Road” context of the global economy increasingly diversified, rapid, product marketing and promotion are accompanied by cultural phenomenon, highlighting the cultural soft power of the competitive mechanism. This paper makes an in-depth analysis on the supply-demand relationship, marketing strategy and the relationship between the Chinese open tennis cultural resources and sports power, the paper also finds out the difficulties in the implementation of the cultural marketing strategy of China’s tennis open under the background of “Belt and Road”, such as the uncoordinated development of the supply and demand of the regional characteristic resources, the insufficient supply and development of the resources of the competition culture industry, and the lack of the competition culture industry The competition derivative product lacks the cultural connotation, the core competitiveness is weak. In view of the problems faced, under the guidance of the government’s policy of purchasing public sports services, the author puts forward the corresponding improving strategies We will promote the diversified development of resource supply for the sports culture industry.
• DOI： https://doi.org/10.35534/lsh.0204006
• 引用： 杨新其．“一带一路”背景下中国网球赛事文化营销的路径研究［J］．休闲运动与健康，2022，2（4）：31-34．