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Erlebniswelt Arena

Erlebniswelt Arena


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About the Book

Inhaltsangabe: Einleitung: Die Vermarktung der Fußball-Stadien und -Arenen hat in den letzten 5 Jahren einen offensichtlichen Wandel vollzogen. Der "Sportveranstaltungsort Stadion" ist zur "Erlebniswelt Arena" geworden, die den Besuchern bzw. Kunden eine breite Palette an Angeboten macht. Die privaten Träger dieser modernen Sportveranstaltungsorte haben eine stärkere Kommerzialisierung zur Folge: Die Erlebniswelt Arena stellt einen hochgradig professionalisierten Bereich dar, der verstärkt Marketinggesichtspunkten unterliegt. Arena-Marketing ist im wesentlichen die Vermarktung von Erlebnissen. Der "Total Entertainment Day" hat Einzug in die Arenen gehalten und macht das Fußballbundesligaspiel zu einer von vielen Attraktionen. Ausgefeilte Rahmenprogramme, Erlebnisangebote für verschiedenen Zielgruppen und vieles mehr binden die Besucher zeitlich länger an die Arena, deren Programm bereits einige Stunden vor dem Spiel beginnt und erst Stunden nach dem Abpfiff endet. Diese Art der Vermarktung ist bereits von typischen "family-sports" aus den USA (wie z.B. Baseball) bekannt. Im Zentrum stehen dabei die Erlebnisse, die das eigentliche Vermarktungsobjekt für die Kunden darstellen: "The company (..) no longer offers goods or services but the resulting experience, rich with sensations, created within the customer."(PINE, Harvard 1999, S. 12) Die "Erlebniswelt Arena" vermarktet die Kommunikationsmöglichkeiten, die sich im Rahmen von Fußballbundesligaspielen ergeben. Einerseits wird versucht, im Rahmen der Medienübertragungen (im wesentlichen des Fernsehens) sich selbst als ein spannungsgeladenes Erlebnisumfeld von Fußballspielen gegenüber dem Medienzuschauer zu präsentieren, um auf diese Art aus einem Medienteilnehmer einen Arenabesucher zu machen. Andererseits gibt die Arena ein ideales Umfeld für die Kommunikation von Unternehmen mit dem Publikum ab. Die Arena als physisches Umfeld von Fußballbundesligaspielen hat sich aus Vermarktungsgesichtspunkten ebenfalls gewand


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Product Details
  • ISBN-13: 9783838621814
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 13 mm
  • Weight: 358 gr
  • ISBN-10: 3838621816
  • Publisher Date: 24 Feb 2000
  • Height: 210 mm
  • No of Pages: 232
  • Series Title: German
  • Sub Title: Zur Vermarktung von modernen Sportveranstaltungsstätten
  • Width: 148 mm


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