| With the continuous development of the economy,China’s market economy is becoming more and more perfect.The state pays more and more attention to the sports industry.The government and enterprises invest in the sports industry.The consumption of Chinese residents on sports related activities increases,and the volume of the sports industry increases sharply.This is both an opportunity and a challenge for the Jiangsu Province,a major sports province.Nanjing holds many cultural and sports activities every year,and large-scale sports venues are the carrier for holding various sports events and national fitness.At the same time,various sports events and national fitness are also the material basis for promoting the development of the sports industry.The development of sports industry promotes economic development and has become a potential economic growth point in today’s society.However,large stadiums and gymnasiums have large investment in the early stage,and the cost of operation and maintenance in the middle and late stage is high.Many stadiums and gymnasiums do not fully consider the use after the game in the early design,which is a universal problem for large stadiums and gymnasiums.As the largest sports center in Nanjing,Nanjing Olympic Sports Center has developed rapidly and undertaken many large-scale cultural and sports activities.However,with the rapid development of large-scale sports venues,the marketing model of Nanjing Olympic Sports Center also has many problems.Nanjing Olympic Sports Center has become the leader of the sports industry in Nanjing and even Jiangsu,and its development has also driven the development of the local economy.For example,the improvement of sports facilities around Nanjing Olympic sports center can bring convenience to people’s fitness and watching games,thus driving the rise of house prices.Due to the increase of personnel,there will be more catering,accommodation,entertainment and other corresponding facilities.However,with the increasing cost of operation and maintenance,Nanjing Olympic Sports Center needs to formulate innovative and breakthrough marketing strategies to create economic and social value.Therefore,it is necessary to formulate correct marketing strategies for Nanjing Olympic Sports Center,study the problems such as the increase of maintenance costs and the insufficient utilization of venues after the games,and provide reference for the optimization of marketing strategies for Nanjing Olympic Sports Center.This research takes Nanjing Olympic Sports Center as the research object,adopts the methods of case analysis and field investigation,etc.,summarizes and compares the marketing management modes of large stadiums at home and abroad,analyzes and evaluates the current situation of Nanjing Olympic Sports Center,puts forward corresponding countermeasures to solve the problems in its marketing management,and studies the operation status and marketing mode of Nanjing Olympic Sports Center,It is proposed that Nanjing Olympic Sports Center needs a clear target market positioning.It mainly optimized the price strategy,channel strategy,product strategy and promotion strategy of Nanjing Olympic sports,and formulated safeguard measures for the optimization of the strategy,mainly including organizational,technical and cultural guarantee.In the investigation and research of the Olympic Sports Center,this study finds out the deficiencies in the operation process by understanding the marketing mode of Nanjing Olympic Sports Center,and analyzes the operation mode of excellent sports centers at home and abroad,so as to put forward the mode that the sports center can learn from,promote the sustainable development of Nanjing Olympic Sports Center,and continuously enhance the economic value and social value of Nanjing Olympic Sports Center. |
