摘 要
节事活动作为当今世界实现交流、沟通及推广的一种重要活动形式，在我国社会快速发展的过程中正展示出越来越巨大的作用，随着我国国际地位的稳步提升，节事活动举办更加频繁，它充分融合了经济、文化、政治等主要因素的基础上，将旅游购物、经济贸易、科技创新和人文交流集为一体，对于提升承办地区的企业经济发展，促进承办地区的旅游文化，以及增强承办地区的政治地位都具有积极的作用。但是，就当前我国大型节事活动的效应来看，一些承办地区的企业，尤其是一些中小型企业，并没有充分意识到这种节事活动所能够产生的巨大影响，对节事活动的利用效率还极低，效率的低下在很大程度上是由企业经营者对节事活动影响的感知结果造成，由于中小型企业经营者本身缺乏一定的经营思路和水平，对节事活动产生影响的感知极为有限，这使得中小型企业无法充分利用节事活动来促进企业的发展。
本文在这样的背景下，以中小零售企业为研究对象，通过对这类企业经营者对大型节事活动影响的感知研究，力求寻求一条提升中小型零售企业提升对节事活动利用效率的途径。文中首先对国内外有关大型节事对经济、文化、政治等方面的影响文献进行研究的基础上，提出本文研究的整体思路；然后对节事的概念、意义以及相关理论进行了阐述，作为课题研究的理论基础；在此基础上，以广州亚运会为例，通过问卷调查的方式对数百名中小零售业经营者进行调查，将调查结果根据感知因素展开分析，得出中小零售业经营者对大型节事活动影响感知的积极与消极因素，并分别进行评价；最后根据调查分析结果，对影响经营者感知的因素进行分析，并提出解决措施。通过本课题的研究，对于提升中小零售企业经营者的经营方式，改变经营思路具有极为重要的意义。
关键词：节事活动；零售企业；感知；经营发展
Abstract
As an important activity of the exchange,communication and promotion in the world, the activities of the Festival demonstrates an huge role in the rapid development of China’s social process.With the steady increase of China’s international status, organized by the activities of the Festival frequently, the full integration of economic, cultural, and political factors on the basis of tourism shopping, economy, trade, scientific and technological innovation and cultural exchanges set as a whole, for enhancing the contractor businesses in the region economic development promoting contractors regions tourism and cultural, and enhanced the political status of the contractor region has a positive effect. However, of the effect of large-scale activities of the Festival, some contractor businesses in the region, especially small and medium-sized enterprises, and not fully aware of the tremendous impact of this section do activities that can be use to the activities of the Festival efficiency is very low, low efficiency in large part by the business resulting in the perception of influence on the activities of the Festival, the operators of small and medium-sized enterprises, the lack of business ideas and the level of impact, on the activities of the Festival The perception is extremely limited, which makes small-and medium-sized enterprises are unable to take full advantage of the activities of the Festival to promote the development of enterprises.
In this context, small and medium-sized retail enterprises as the research object, the perception of such business impact of large-scale activities of the Festival, and strive to seek an upgrade small and medium-sized retail enterprises to enhance the way for the utilization efficiency of the activities of the Festival. First things at home and abroad on a large section on the economic, cultural, and political aspects of literature on the basis of research, proposed the whole idea of this study; then elaborated on the concept of meaning and theory of the Festival, as the subject the theoretical basis of the study; On this basis, the Guangzhou Asian Games, for example, through a questionnaire survey of hundreds of small and medium-sized retail operators to investigate, to analyze the findings based on the perception factors, to come to the small and medium-sized retail business positive and negative factors that affect perception of large-scale activities of the Festival, and to evaluate factors affect the operators perception; According to the survey analysis results, and proposed solutions. Through the research of this subject, has very important significance for enhancing the mode of operation of small and medium-sized retail business, change management ideas.
Key Words：activities of the festival; retail enterprises; perception; business development
