我国水上运动项目市场开发研究

摘要

水上运动项目泛指一切在水上、水中、水下开展的运动休闲活动,包括游泳、赛艇、皮划艇、帆船帆板类的奥运项目.我国学者对水上户外运动及相关产业化发展研究甚少,特别对水上户外运动产业与文化、旅游等产业的融合研究没有关注.分析我国水上运动项目发展现状和我国水上运动项目资源开发现状,我国皮划艇、赛艇、帆船帆板等奥运会水上项目的快速发展,为水上运动推广奠定了良好的基础.我国水上项目的运营主要集中于赛事的开发、明星运动员的开发和运动队价值的开发3个层面.而目前,我国水上项目面临被边缘化的境地,基于此,从赛事开发、水上表演和主题节庆活动开发、国家水上项目运动队的开发、无形资产的开发、赞助商拓展、媒介传播、水上运动基地协同开发、项群公益形象和社会责任方面提出我国水上运动项目市场开发策略.为寻找资源与市场开发的对接点,拓展水上项目商业开发空间,提升市场开发业绩,推动水上项目可持续发展理清思路和提供理论参考.%Water sports generally refer to all sports and leisure activities carried out on,in or under water. It includes swimming,rowing,canoeing,sailing and so on. There is few researches done by Chinese scholars on the development of water outdoor sports and related industrialization,especially on the integration of water outdoor sports industry with culture,tourism and other industries. The development status of China's water sports and the development status of water sports resources in China are analyzed in this paper. The rapid development of China's canoeing,rowing,sailing and sailing board and other Olympic water projects has laid a good foundation for the promotion of water sports. The operation of water projects in China mainly focuses on 3 levels: the development of events,the development of star athletes and the development of sports teams'value. At present,China's water projects are facing the marginalized situation. Based on this,we put forward the market development strategy of China's water sports from the development of events,water performance and theme festival activities,the development of national water sports teams,the development of intangible assets, the development of the sponsors,the media dissemination,the cooperative development of the water sports base,the public image of the public welfare and the social responsibility. It is hoped that this research can help find the docking point of resources and market development,expand the commercial development space of water projects,improve the performance of market development,and promote the sustainable development of water projects to clarify ideas and provide theoretical reference.