摘要：改革开放以来，中国体育正在由体育大国向体育强国迈进，其中体育项目的营销推广模式是推动专业体育项目发展的不可缺少的关键。作为专业体育项目发展的重中之重，采用何种模式能更有效地推广该项目，推动项目的商业化和市场化发展，是当前专业体育项目需要关注的重点部分。71778

乒乓球被誉为我国的“国球”，历来受到和政府的高度重视，是人民群众喜闻乐见的一项体育活动，群众参与度一直列各体育项目前列。其成功之处在于中国乒乓球队有独特的推广模式。本文分析了中国乒乓球队营销推广的成功之处与应对问题的解决措施，期望能够为我国专业体育项目的推广和市场化提供借鉴。

毕业论文关键字：专业体育项目；营销推广；模式；乒乓球

Professional Sport Item Marketing Promotion Model Take Chinese Table Tennis Team’s Third Pioneering Work For Example

Abstract: Since the reform and opening up, Chinese sports is moving from the sporting nation to the sports power. The marketing promotion model of sports is an indispensable key to the development of professional sport items. As the most important thing in a professional sports project development, what model can be used to more effectively promote the item and the commercialization and market development of the project is the current key part that professional sports needs to focus on.

Table tennis is known as China's "national ball", has always been valued by the party and the government. It is also said to be a physical sports activities most favored by common people. Public participation has been listed in the forefront of sport items. Its success lies in the Chinese table tennis team’s unique marketing promotion models. This paper analyzes the success of Chinese table tennis team marketing promotion models and the solution to the problems, hoping to provide a reference for the promotion and marketization of professional sports in China.

Key Words: Professional sport items；Marketing promotion；Methods；Table tennis

目录

前言 1

一、相关理论综述 2

  （一）专业体育项目相关概念 2

    1、体育项目的定义 2

    2、专业体育项目发展历史 2

  （二）营销推广的相关概念 2

    1、营销推广的定义 2

    2、推广的方式 2

二、我国专业体育项目营销推广现状及调研分析 6

  （一）我国专业体育项目营销推广现状 6

  （二）中国乒乓球营销推广的市场调研和分析 6

    1、中国乒乓球队第三次创业简介 6

    2、中国乒乓球营销推广现状 6

    3、调研的方法和内容 7

    4、调研结果分析 8   

三、国乒队营销推广模式具体分析及面临问题 16

  （一）乒乓球营销推广模式的发展过程 16

    1、传统的线下推广模式 16