奥运会品牌管理经验及对我国体育赛事品牌创建的启示

发布时间：2018-06-19 04:21

本文选题：体育赛事品牌 + 品牌管理　；参考：《体育与科学》2014年03期

【摘要】：奥运会是世界上最有影响力的体育赛事品牌,其品牌管理经验对我国体育赛事品牌创建具有重要参考价值。研究认为,奥运会品牌管理的主要成功之处有:形成了产品、组织、个人和符号相统一的多维品牌识别系统;定位于全人类"和平、友谊、团结、进步"的文化盛宴;多品牌组合加速其品牌国际化进程;形成了一系列有利于资产提升的品牌保护措施。针对我国体育赛事品牌建设中的一些问题,应做到:以消费者为导向建立与完善品牌识别体系;形成品牌传播参与各方利益共享的长效机制;从人财物等方面推进品牌国际化;确保品牌建设有章可循。
[Abstract]:Olympic Games is the most influential sports brand in the world, and its brand management experience has important reference value for the establishment of sports event brand in China. It is believed that the main success of the brand management of the Olympic Games is: forming a multi-dimensional brand identification system that integrates products, organizations, individuals and symbols, positioning itself at the cultural feast of "peace, friendship, unity and progress" for all mankind; Multi-brand portfolio accelerates the process of brand internationalization and forms a series of brand protection measures conducive to asset upgrading. In view of some problems in the brand construction of sports events in China, we should: establish and perfect the brand identification system guided by consumers; form a long-term mechanism of sharing the interests of all parties involved in brand communication; promote the internationalization of brands from the aspects of people and property, etc. Ensure that brand building is rule-based.
【作者单位】：湖南体育职业学院社会体育系;湖南财政经济学院体育经济与产业研究所;湖南商学院体育教研部;湖南师范大学商学院;
【基金】：湖南省教育厅科学研究项目,项目号:10c0227
【分类号】：G80-05

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