大型场馆的运营是公认的世界性难题，我国大型体育场馆在运营方面也存在 着营销策略落后、营销体系不健全、运营效能不佳、体制机制不适应、服 务能力 不佳、配套政策不健全、利用水平不高、持续发展动力不足等问题，这些问题的 存在导致国内90%以上的场馆长期处于闲置和亏损状态。W场馆与其它体育场 馆一样，运营 期间都经历了从亏损到持平再到盈利的过程，尤其是近年来，W场 馆在市场营销工作方面取得了突破性的进展，使之从普通的场馆中脱颖而出，成 为了国内场馆运营的翘楚和标杆 。 在众多的运营问题当中，本文认为场馆的市场营销问题是其中最直接和最根 本的问题，如何优化场馆的市场营销策略，构建完善的营销保障体系关系到场馆 的生存和发展。本 文以W场馆为研究对象，利用专家访谈、文献资料分析、数 理统计和逻辑分析等方法，首先通过与国内其它场馆的比较，对W场馆的市场 营销现状进行了评价，分析总结出W场馆在 市场营销方面存在的问题；然后利 用SWOT分析方法对W场馆市场营销的内外部环境进行了分析，同时对W场 馆的客户群体进行了分析；最后结合W场馆在市场营销方面的优化创新实 践， 提出了体育场馆在营销策略及营销保障体系方面优化创新的对策。 本文认为，场馆的市场营销水平直接决定了场馆总体的运营水平，场馆营销 思维的不断强化、营销策略的 不断优化以及营销保障体系的不断健全都能够有效 提升场馆的运营水平。本文希望通过借助W场馆的实践经验，梳理出当前国内 体育场馆普遍存在的市场营销问题，并给出一些可 复制的解决思路和解决方案， 以不断提升体育场馆的整体运营水平。 关键词：体育场馆 市场营销 优化提升 湖 北 工 业 大 学 硕 士 学 位 论 文 II Abstract The operation of large venues is recognized as worldwide problem. There are also problems in the operation of large venues in China, such as backward marketing strategy, imperfect marketing system, poor operation efficiency, unsuitable system and mechanism, poor service ability, imperfect supporting policies, low utilization level and insufficient power for sustainable development. The existence of these problems has caused more than 90% of the domestic venues to be idle and lost money for a long time. Venue W, like other venues, has experienced a process from loss to balance and then to profit during its operating period. Especially in recent years, venue W has made a breakthrough in marketing work, which makes it stand out from ordinary venues and become the leader and benchmark of domestic venues. Among the many operation problems, this thesis argues that the marketing problem of the venue is the most direct and fundamental one. How to optimize the marketing strategy of the venue and build a perfect marketing guarantee system is related to the survival and development of venues. This thesis takes venue W as the research object by using the methods of expert interview, literature analysis, mathematical statistics and logical analysis. Firstly, evaluates the present situation of marketing, and analyzes and summarizes the marketing problems through the comparison with other domestic venues. Then, is used to analyzes the internal and external environment of the marketing and the customer groups of venue W by using SWOT analysis method. Finally, combines with the practice of marketing optimization and innovation. This thesis puts forward some measures to optimize and innovate the operation of venue in marketing strategy and marketing guarantee system. This thesis argues that the marketing level directly determines the overall operating level of the venues. The continuous strengthening of venue marketing thoughts, continuous optimization of marketing strategies and continuous improvement of marketing guarantee system can effectively improve the operation level of venues. With the help of the practical experience of W venue, This thesis hopes to sort out the current common marketing problems in domestic venues, and provide some replicable ideas and solutions, to improve the overall operation level of venues . Keywords: venue，marketing，optimization and innovation 湖 北 工 业 大 学 硕 士 学 位 论 文 III 目 录 摘要 ............................................................................................................................... I Abstract ................................................................................................................................ II 目 录 ............................................................................................................................. III 第1章 绪论 ...................................................................................................................... 1 1.1选题背景及意义 ......................................................................................................... 1 1.2文献综述 .................................................................................................................... 1 1.2.1国外研究现状 ...................................................................................................... 2 1.2.2国内研究现状 ...................................................................................................... 4 1.2.3评述 ..................................................................................................................... 7 1.2.4发展动态 .............................................................................................................. 8 1.3研究任务 .................................................................................................................... 9 1.4研究对象与研究方法 ................................................................................................. 9 1.4.1研究对象 .............................................................................................................. 9 1.4.2研究思路 ............................................................................................................ 10 1.4.3研究方法 ............................................................................................................ 10 第2章 概念界定与理论基础 ........................................................................................ 13 2.1概念界定 .................................................................................................................. 13 2.1.1体育场馆 ............................................................................................................ 13 2.1.2体育场馆的产品特征 ......................................................................................... 13 2.1.3智慧场馆 ............................................................................................................ 14 2.1.4数智化 ................................................................................................................ 14 2.2相关理论基础 ........................................................................................................... 14 2.2.14P营销理论 ........................................................................................................ 14 2.2.2产品的定位理论 ................................................................................................ 15 2.2.3产品的生命周期理论 ......................................................................................... 15 2.2.4波士顿矩阵 ........................................................................................................ 15 第3章 W场馆营销策略实施现状 ................................................................................. 17 3.1W场馆的现状 ........................................................................................................... 17 湖 北 工 业 大 学 硕 士 学 位 论 文 IV 3.2W场 馆的市场营销现状 ............................................................................................ 19 3.2.1产品现状 ............................................................................................................ 19 3.2.2定价现状 ............................................................................................................ 20 3.2.3渠道与促销现状 ..............................................