“一带一路”视域下的中国体育赛事品牌的发展机遇与挑战

发布时间：2018-06-27 20:56

  本文选题：一带一路 + 体育产业　； 参考：《广州体育学院学报》2017年06期

【摘要】："一带一路"是我国经济、文化输出推广的重要举措,也是我国体育赛事品牌获得发展的全新契机。"一带一路"政策带来了其沿线国家广阔的体育市场腹地,为我国竞技体育赛事品牌提供了良好的群众基础,对我国实体体育产业有着优秀的辅助作用。但是目前我国竞技体育赛事品牌在"一带一路"沿线构建也存在着:缺少具有中国文化特色的体育赛事项目与品牌;国内商业资本对体育赛事品牌走出去的关注度不足;国内体育赛事文化的创新意识和创新能力不强等我国竞技体育赛事品牌走出去的关键性问题。通过文献、比较、访谈等研究方法,得出可以从立品牌、分析需求、营造特色、虚实结合四点进一步完善目前我国竞技体育赛事品牌在"一带一路"沿线地区的开展现状,迎接"一带一路"视域下的中国体育赛事品牌"走出去"的挑战。
[Abstract]:"Belt and Road" is an important measure to promote the export of economy and culture in China, and it is also a new opportunity for the brand development of sports events in our country. " The policy of Belt and Road "has brought the vast hinterland of sports market in the countries along its route, provided a good mass foundation for the brand of competitive sports events in our country, and played an excellent auxiliary role in the physical sports industry of our country." However, at present, the construction of competitive sports brand along "Belt and Road" also exists in our country: lack of sports events and brands with Chinese cultural characteristics, insufficient attention of domestic commercial capital to the brand going out of sports events; The innovation consciousness and innovation ability of domestic sports events culture is not strong, and so on the key problem that our country athletics sports event brand goes out. Through the research methods of literature, comparison, interview and so on, it is concluded that we can further improve the present situation of competitive sports brand development along "Belt and Road" in China from the aspects of building brand, analyzing demand, creating characteristics, combining the four points of vanity and reality. Meet the challenge of "going out" from the view of "Belt and Road".
【作者单位】： 吉林省延边大学体育学院;
【分类号】：G812
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本文编号：2075259