Die Rolle von Events bei der Verbreitung von Trendsportarten (German Edition)
Diplomarbeit, die am 19.05.2000 erfolgreich an einer Universität in Deutschland im Fachbereich Betriebswirtschaft eingereicht wurde. Einleitung: In den letzten Jahren haben Trendsportarten im Bereich des Sports zu beträchtlichen Veränderungen geführt. Auch die Wirtschaft -insbesondere die Werbung und die Sportartikelindustrie- sind auf das erhebliche wirtschaftliche Potential und die steigende Bedeutung der Trendsportarten aufmerksam geworden: Trendsport ist in aller Munde. Das uneinheitliche Begriffsverständnis und die Frage, welche Sportarten zu den Trendsportarten zu rechnen sind, sorgen jedoch in Theorie und Praxis für Verwirrung. Deshalb wird im Rahmen dieser Arbeit auf das Wesen und die Besonderheiten der Trendsportarten eingegangen. Dabei werden typische Merkmale aufgezeigt, durch die sich Trendsportarten von anderen beliebten Sportarten abgrenzen lassen und es wird eine Gruppierungsmöglichkeit für Trendsportarten dargestellt. Weiterhin werden die theoretischen Grundlagen von Events und Event-Marketing aufgezeigt, die Funktion und Besonderheiten dieses Kommunikationsinstruments näher betrachtet und detailliert auf das Verhältnis zwischen Events und Trendsport eingegangen. Es wird erläutert, warum gerade im Trendsportbereich der Event und damit das Event-Marketing ein Kommunikationsmittel mit sehr großen Potential darstellt und welche Rolle hierbei Wertewandel und Erlebnisorientierung spielen. Zusätzlich wird beschrieben, welche Punkte beachtet werden müssen, damit ein Event seine erwünschte Wirkung erzielt und eine effiziente Zielgruppen- bzw. Szenenansprache gewährleistet ist. Bezüglich der Verbreitung der Trendsportarten wird aufgezeigt, wie durch Events räumliche und soziale Diffusionsbarrieren überwunden werden können und welche Auswirkungen ein Event auf diffusionsrelevante Merkmale der Trendsportarten haben kann. Inhaltsverzeichnis: |Inhaltsverzeichnis|I |Abbildungsverzeichnis|III 1.|Einleitung|1 1.1|Problemstellung und Zielsetzung|1.
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