Research On Cultural Marketing Of Beijing Large Stadiums And Gyms

This research regards cultural marketing of stadiums and gyms in Beijing as the main object. It regards culture as the researching cut-in point and uses of literature review, questionnaire, interviewing and on-the-spot investigation to have a survey. Its main content consists of the concept of Stadiums and Gyms Culture, with its four subconcepts:Archtetural Culture, Ideational Culture, Institutional Culture and Behavioural Culture of Stadiums and Gyms, the culture effect on economy, the meaning of market demand and the Cultural Marketing effect on the development of Beijing Stadiums and Gyms with the establishment of the market system. It aims at advancing the management of Beijing Stadiums and Gyms, promoting the development of theory and practice of Beijing Stadiums and Gyms. The followings are the main points:1. Economy system reform is the important driving force to the economy development and the society changes. The reform has no stable model. The enterprises should insist on the market demand so as to survive. With the expand of the market scale and the enhance of the marekt control, the stadiums and gyms should take the new management to survive.2. The concept of the culture of stadiums and gyms is proposed, with four subconcepts:the architectural culture of stadiums and gyms, the value culture, the institutional culture and the behavior culture. These concepts are enriching the stadiums and gyms study, making a reference of consulting the use of cultural marketing in the management of stadiums and gyms to meet the spiritual demand of consumers.3. Cultural consuming is the main trend in nowadays, so cultural elements should be moved into the management to the stadiums and gyms, which could meet the spiritual demand of consumers. The stadiums and gyms managed by cultural marketing will be prominent and outstanding in the field, which are building the favorable competitive enviroment; enhancing the management; promoting the commercial process in the stadiums and gyms management; advancing stadiums and gyms development in Beijing and giving the security to the nationalwide fitness popularity.