全运会品牌识别系统建构研究

发布时间：2018-03-30 21:29

本文选题：全运会品牌　切入点：品牌核心识别　出处：《中国体育科技》2013年02期

【摘要】：全运会品牌建设缺失致使每届全运会的市场开发都从零开始,全运会品牌建设分为品牌核心识别系统和外在品牌识别系统。在基于全运会主要利益相关者和全运会属性分析的基础上,基于有限制地语义联想的实证研究法总结概括了全运会竞技体育、全民参与、全运文化、全运经济四方面属性,提炼了全运会核心内涵"展竞技风采,迎经济腾飞,享激情参与,创民族辉煌"。并在此基础上分析全运会外延品牌表现的不足,指明了外延品牌的建设路径。这对全运会品牌建设具有极高的理论与现实指导意义。
[Abstract]:The lack of brand building in the National Games has led to market development at every National Games starting from scratch. The brand construction of the National Games is divided into the brand core identification system and the external brand identification system. Based on the analysis of the main stakeholders of the National Games and the attributes of the National Games, The empirical research method based on the restricted semantic association summarizes the four attributes of the National Games competitive sports, the whole people's participation, the whole transportation culture and the whole transportation economy, and abstracts the core connotation of the National Games "the exhibition competitive demeanor, welcomes the economy to take off." On the basis of analyzing the deficiency of the extension brand performance of the National Games, this paper points out the construction path of the extension brand, which has a high theoretical and practical guiding significance for the brand construction of the National Games.
【作者单位】：上海体育学院;
【基金】：上海市教委重点学科资助(J51002) 上海体育学院赛事研究中心资助
【分类号】：F273.2

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