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| 上海国际马拉松和上海城市品牌捆绑营销策略 |
| Combined Marketing of Shanghai International Marathon and the City Brand of Shanghai |
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| DOI： |
| 中文关键词:上海 国际马拉松 城市 营销策略 |
| 英文关键词:Shanghai international marathon city marketing tactics |
| 基金项目:2011年上海市体育社会科学、决策咨询课题（TYSKYJ2011083） |
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| 中文摘要: |
| 从营销策略角度，分析上海国际马拉松赛事与上海城市品牌捆绑营销策略和手段，指出存在的问题；同时，将国内外马拉松赛事营销进行对比，提出上海发展马拉松赛事的优势和发展策略。 |
| 英文摘要: |
| From the angle of marketing statistics, the paper discusses the combined marketing tactics and measures and points out the existing problems. It compares the domestic marathons with the foreign ones and points out the advantages of Shanghai in developing marathon and puts forward some suggestions for further development. |
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