The Study Of Large-scale Sporting Event Marketing Effect Evaluating In Our Country

At present, the sports industry has become the most active and has the potential to compete in the global cultural industry sectors. Among them, the Competition Performance Sports Body Property development has been the focus of attention. After29th Beijing Olympic Games, China’s sports industry is entering a new golden period of development. Specifically our sports competition show business has been a great development. Lots of the top international events in China successfully held the prosperity of our sports competition show business market. In order to better adapt to the new market environment, more and more event organizers and operators in accordance with the market economy mechanism to promote the commercialization and operation of events, sports marketing has become an important part of the sporting events held in China and continue to practice.In the sporting events marketing process, because there are all sorts of uncertainties, the sporting events marketing effectiveness assessment to exercise control over the process of sporting event marketing, sporting event marketing planning and implementation process so as consistent as possible. The sporting events organizers and operators need to understand and master the effect of their marketing strategy, based on its analysis, to find the problem, to be adjusted in a timely manner, so as to maximize their own interests.In this paper, the overall effect of China’s large-scale sporting event marketing analysis, to study the effect of China’s large-scale sporting event marketing constitute scientific research methods, select the relevant indicators to build China’s large-scale sporting event marketing effectiveness evaluation index system. Then determine China’s large-scale sporting event marketing effectiveness evaluation index system using fuzzy comprehensive evaluation model to build China’s large-scale sporting event marketing effectiveness fuzzy comprehensive evaluation model. This model is applied to the actual evaluation of the2012Shanghai ATP1000Masters Series event marketing effect.The paper is divided into six parts:the first part deals with the research background, the purpose and significance of the research; the second part of the research at home and abroad were reviewed; the third part introduces the object of study and research methods; the fourth part is to define the related concepts involved; the fifth part to follow China’s large-scale sporting event marketing effectiveness evaluation index system design principles to construct the evaluation index system of China’s large-scale sporting event marketing effectiveness; the sixth part, according to the basic principles of fuzzy comprehensive evaluation, fuzzy comprehensive evaluation model to build China’s large-scale sporting event marketing effectiveness, and the2012Shanghai ATP1000Tennis Masters Series event marketing effectiveness evaluated.