| 英文摘要 |
The organizing committee and the event owner in the multi-sport events are responsible for its marketing issues respectively and both played a complimentary role in this regard. Studies indicated that organizing committee of the Universiade spent its marketing efforts in brand development, domestic broadcasting management, local sponsorship solicitation, licensed product development, on-site media service as well as ticketing sales. To analyze marketing activities from the perspective of the host city, the National Games 2015 was selected. Results showed that the host city attempted to promote unique aspects of the city as well as its elite athletes. The host city also devoted its marketing devotion in the theme of event brand development, media relations and broadcasting, sponsorship management, advertising and sales promotions. In addition, this paper provided some recommendations for the sport event practitioners as well as academic researchers. |
