DEVELOPMENT OF THE SPORTS INDUSTRY: MARKETING ASPECTS

Vìsnik Sumsʹkogo deržavnogo unìversitetu Pub Date : 1900-01-01 DOI:10.21272/1817-9215.2022.4-36

M. Minchenko, A. Boyko, Anastasiia Dotsenko, M. Minchenko

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Abstract

The paper provides theoretical analysis of the definitions of the concept of sports marketing and determines the historical features of the formation of the basic categorical apparatus by various scientific schools. The existing marketing models in the sports industry are characterized. The need to develop a comprehensive model of marketing in the sports industry, which considers all its subject-object relations, taking into account the consequences of the COVID-19 pandemic, is substantiated. The formation of basic groups of subjects that are directly or indirectly related to the development of the sports industry is substantiated. The objects that influence the development of the sports industry are identified: personal and team results in specific sports competitions, athletes, sports events, infrastructure, coaching, e-sports industry and accompanying goods and services. A range of specific determinants (economic, political, demographic, social) that directly or indirectly influence the development of the sports industry in Ukraine are outlined. The author's vision of the use of marketing tools depending on the demand that is present in the market of the sports industry is suggested.

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体育产业的发展:营销方面

本文对体育营销概念的界定进行了理论分析，确定了各科学流派形成基本范畴机构的历史特征。对体育产业现有的营销模式进行了分析。有必要在体育产业中制定一种全面的营销模式，考虑到2019冠状病毒病大流行的后果，考虑到所有的主客体关系。形成了与体育产业发展直接或间接相关的基本学科群。确定了影响体育产业发展的对象:具体体育比赛中的个人和团队成绩、运动员、体育赛事、基础设施、教练、电子竞技产业及其配套商品和服务。概述了直接或间接影响乌克兰体育产业发展的一系列具体决定因素(经济、政治、人口、社会)。作者的愿景使用营销工具取决于目前的需求，在体育产业的市场是建议。

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Vìsnik Sumsʹkogo deržavnogo unìversitetu

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