体育赛事营销是一种服务,其营销过程也是一种服务过程,更是商品交换的过程。目前,关于我国体育赛事营销的研究,一般运用市场营销理论、特殊事件营销理论和赛事项目营销理论,将体育赛事当作项目营销这一独特的理念进行可行性探究,从而大大拓展了体育赛事营销的新理念。随着我国体育赛事的运作模式的转型,从政府主导型向消费者主导型转换,从体育赛事的运营与消费者视角进 Sports marketing is a service, the marketing process is a service process, it is the process of commodity exchange. At present, the researches on the marketing of sports events in China generally use marketing theory, special event marketing theory and event marketing theory to explore the feasibility of sports events as the unique concept of project marketing, which greatly expands the marketing of sports events New idea With the transformation of the operational mode of sports events in our country, from government-led to consumer-oriented conversion, from the perspective of sports events and consumers