全国汽车场地锦标赛经营策略分析.docx

全国汽车场地锦标赛经营策略研究
摘要:全国汽车场地锦标赛(以下简称“锦标赛")于2003年正式设立。随着国内经济的迅速发展,人民生活水平的提高和汽车工业及市场的成熟,锦标赛在过去的五年里发展很快,已经成为国内汽车运动中十分重要的全国锦标赛项目。但是,由于开展时间短,成长速度快,锦标赛在诸多方面存在缺陷。
本文旨在研究锦标赛的经营模式,探讨锦标赛的核心竞争力以及锦标赛的营销策略,以便形成锦标赛更为科学,具有可持续发展能力的经营模式和策略,确保锦标赛的良性健康发展。
本文以PEST理论为基础,分析锦标赛外部环境,为正确研究经营模式和营销策略奠定基础;以SwOT理论为基础,把锦标赛作为一个整体,分析研究项目的竞争能力,包括对项目现状的研究,以及对锦标赛的优势与机会和劣势与威胁的研究;以五力模型理论为基础,从上下游关系出发,分析参与锦标赛各部门之间的竟合互动关系,分析研究锦标赛核心竞争力,注重对资源的整合和项目的创新能力分析,研究形
成核心竞争力的方法;以市场定位和产品差异化理论为基础,从项目的产品、价格、
渠道、推广和人员等层面,分析锦标赛的营销策略,以打造特色精品为目标,研究锦
标赛的营销策略。
经过四年的发展,锦标赛已经形成相当的经济规模和较为稳定的内部运营机制, 只要全面推行业已讨论的经营策略,特别是建立战略同盟,打造核心能力,加强流程管理,推动制度创新,坚持以客户为中心,做好产品差异化,突出锦标赛的特色,丰富活动内容和项目,锦标赛一定能够面对挑战,持续稳定地发展。
关键词:汽车运动;全国汽车场地锦标赛;经营策略
Abst豫cts: ’Ihe Chinese Circuit Racing CIhampionship(hereinaner t0:the Championship)is founded o艏cially in the year of ’ogether with the fast莎owth of the national economy'the liVing standard of the people and the automobile industry as weU
as maturity of the automobile market the Ch锄pionship enjoyed a fast development in the
past fiVe years and became a Very impoIrtant national championship eVent of the motor spons in there exists weakness in the 0peration of the Championship主n many respects because of the fast growth in such a shon period.
11lis thesis studied the model of nle Ch锄pionship,s operation and set up a strategy t0 create the petence ability and marketing policy for the Championship so as to make its management model and marketing policy more scientific with capacity t0 generate sustainable deVelopment alld ensurc the Championship with a healthy黟owth.
’Ihis thesis staned with aIl extemal eIⅣironment study of the a}l锄pionship based 0n the theory of PEST to ensure a pfoper study on opemtion model a11d marketing policy; a study on petence ability of the Championship as a whole based on the theory 0f
SWOT includjng the study on the current situation and analysis on strategy oVer its
superiority,weakness,oppOnunity and threat;then a study on intemal relations between