赛事品牌构建理论与实证研究
发布时间：2018-09-12 18:12
【摘要】： 随着我国经济发展,作为第三产业一部分的体育产业逐渐显示出其作为朝阳产业的潜力。体育赛事是体育产业的核心内容,它的生存和发展已越来越得到社会的关注。随着品牌社会的到来,品牌已成为各种组织发展的目标。赛事品牌作为我国多个赛事组织提出的赛事发展目标,需要进行理论研究。本文通过对品牌理论的研究和赛事品牌案例的分析,从实用性角度出发,对赛事品牌不同于一般品牌的特殊性问题进行研究。重点对赛事品牌的特殊性进行阐述。 本文共分七章。 第一章是绪论,对选题依据、理论基础、研究假设、研究路线、研究价值、研究方法和创新等进行叙述。 第二章对赛事品牌进行概述。对赛事品牌概念进行界定,认为赛事品牌是以运动竞赛为核心产品,具有被顾客所接纳的独特内涵的符号。分析其性质,对其进行分类,并描述赛事品牌构建的理论框架,作为以下章节的基础。 第三章描述了赛事品牌识别系统,包括作为核心层的赛事品牌文化、作为附属层的赛事产品和作为识别层的赛事品牌符号,为赛事品牌营销打下基础。这是赛事品牌构建的核心。重点阐述了赛事品牌文化的来源、赛事品牌标识的特殊性和优质赛事产品的特征。赛事品牌文化是赛事品牌的灵魂,必须通过赛事产品、品牌标识和其他媒介进行营销,与顾客沟通,获得顾客认同,才能实现价值。 第四章介绍了赛事品牌营销,它是赛事品牌构建的重要途径。赛事品牌构建阶段,要通过对品牌接触点的管理和内部营销塑造统一的赛事品牌形象,通过电视、报纸、杂志、网络、室外平面媒体、广播、移动媒体(如手机)和电子游戏等媒体针对性地向目标顾客传递赛事品牌和产品的信息与知识,采取知识营销、明星营销、社会营销、生活方式营销、体验营销和纪念品营销等策略,宣传品牌文化,促销赛事产品,建立品牌关系。 第五章是赛事品牌管理,讨论赛事品牌构建需要的组织保障。赛事品牌构建需要一个有效的赛事组织作为保障。不同利益群体之间对权力和经济利益的合理分享,是赛事组织稳定的前提,也是赛事品牌构建的必要条件。以奥运会、欧洲冠军联赛、温布尔顿网球冠军赛和NBA为例,说明了大型赛事、洲际联赛、非盈利性单项赛事和盈利性联赛等类型赛事的管理组织的利益分享机制。从赛事组织的六个内部因素,即战略、结构、文化、领导、人员和制度,研究了赛事组织的有效问题。 在第六章中应用赛事品牌构建理论,从联赛品牌文化、联赛品牌标识、联赛产品质量、联赛品牌营销、联赛品牌管理等方面,对我国排球联赛品牌的构建提出建议。 第七章对研究成果进行总结,认为由于赛事产品特性,赛事品牌构建具有特殊性,主要表现在赛事品牌识别、赛事品牌营销和管理等具体方式。最后指出了本研究的局限性,提出了后续研究的方向。
[Abstract]:With the development of China's economy, the sports industry, as a part of the tertiary industry, gradually shows its potential as a sunrise industry. Sports event is the core content of sports industry, its existence and development have been paid more and more attention by the society. With the arrival of brand society, brand has become the goal of various organizations. As the development goal of many competition organizations in China, the competition brand needs to be studied theoretically. Based on the research of brand theory and the analysis of competition brand cases, this paper studies the particularity of race brand different from general brand from the perspective of practicability. Focus on the particularity of the event brand. This paper is divided into seven chapters. The first chapter is the introduction, which describes the basis, theoretical basis, research hypothesis, research route, research value, research methods and innovation. The second chapter summarizes the competition brand. The concept of race brand is defined, and the competition brand is regarded as the core product of sports competition, which has the symbol of unique connotation accepted by customers. This paper analyzes its nature, classifies it and describes the theoretical framework of brand building, which is the basis of the following chapters. The third chapter describes the race brand identification system, including the competition brand culture as the core layer, as a subsidiary level of competition products and as the identification layer of the race brand symbol, which lays the foundation for the competition brand marketing. This is the core of brand building. The origin of the competition brand culture, the particularity of the race brand logo and the characteristics of the high quality competition products are expounded. Competition brand culture is the soul of competition brand. Only by marketing, communicating with customers and obtaining customer identity can we realize the value through competition products, brand logo and other media. The fourth chapter introduces the competition brand marketing, which is an important way to build the competition brand. In the stage of brand building, we should build a unified brand image through the management and internal marketing of brand contact points, through television, newspapers, magazines, networks, outdoor print media, radio, Mobile media (such as mobile phones) and video games are targeted at delivering information and knowledge of event brands and products to target customers, adopting knowledge marketing, star marketing, social marketing, lifestyle marketing, Experience marketing and souvenir marketing strategies, promote brand culture, promote competition products, establish brand relationships. The fifth chapter is the competition brand management, discusses the competition brand construction needs the organizational guarantee. The construction of competition brand needs an effective competition organization as the guarantee. The reasonable sharing of power and economic benefits among different interest groups is the precondition of the stable organization of the event and the necessary condition of the construction of the competition brand. Taking the Olympic Games, the Champions League, Wimbledon Tennis Championship and NBA as examples, the paper illustrates the benefit sharing mechanism of the management organizations of major events, intercontinental leagues, non-profit individual events and for-profit leagues. From the six internal factors of the event organization, namely strategy, structure, culture, leadership, personnel and system, this paper studies the effective problems of the organization of the event. In the sixth chapter, the author puts forward some suggestions on the construction of Chinese volleyball league brand from the aspects of league brand culture, league brand logo, league product quality, league brand marketing, league brand management and so on. The seventh chapter summarizes the research results, and points out that because of the characteristics of the competition products, the construction of the competition brand has its particularity, which is mainly reflected in the specific ways of the identification of the race brand, the marketing and management of the competition brand, and so on. Finally, the limitations of this study are pointed out, and the direction of follow-up research is proposed.
【学位授予单位】：上海体育学院
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F273.2
本文编号：2239832
[Abstract]:With the development of China's economy, the sports industry, as a part of the tertiary industry, gradually shows its potential as a sunrise industry. Sports event is the core content of sports industry, its existence and development have been paid more and more attention by the society. With the arrival of brand society, brand has become the goal of various organizations. As the development goal of many competition organizations in China, the competition brand needs to be studied theoretically. Based on the research of brand theory and the analysis of competition brand cases, this paper studies the particularity of race brand different from general brand from the perspective of practicability. Focus on the particularity of the event brand. This paper is divided into seven chapters. The first chapter is the introduction, which describes the basis, theoretical basis, research hypothesis, research route, research value, research methods and innovation. The second chapter summarizes the competition brand. The concept of race brand is defined, and the competition brand is regarded as the core product of sports competition, which has the symbol of unique connotation accepted by customers. This paper analyzes its nature, classifies it and describes the theoretical framework of brand building, which is the basis of the following chapters. The third chapter describes the race brand identification system, including the competition brand culture as the core layer, as a subsidiary level of competition products and as the identification layer of the race brand symbol, which lays the foundation for the competition brand marketing. This is the core of brand building. The origin of the competition brand culture, the particularity of the race brand logo and the characteristics of the high quality competition products are expounded. Competition brand culture is the soul of competition brand. Only by marketing, communicating with customers and obtaining customer identity can we realize the value through competition products, brand logo and other media. The fourth chapter introduces the competition brand marketing, which is an important way to build the competition brand. In the stage of brand building, we should build a unified brand image through the management and internal marketing of brand contact points, through television, newspapers, magazines, networks, outdoor print media, radio, Mobile media (such as mobile phones) and video games are targeted at delivering information and knowledge of event brands and products to target customers, adopting knowledge marketing, star marketing, social marketing, lifestyle marketing, Experience marketing and souvenir marketing strategies, promote brand culture, promote competition products, establish brand relationships. The fifth chapter is the competition brand management, discusses the competition brand construction needs the organizational guarantee. The construction of competition brand needs an effective competition organization as the guarantee. The reasonable sharing of power and economic benefits among different interest groups is the precondition of the stable organization of the event and the necessary condition of the construction of the competition brand. Taking the Olympic Games, the Champions League, Wimbledon Tennis Championship and NBA as examples, the paper illustrates the benefit sharing mechanism of the management organizations of major events, intercontinental leagues, non-profit individual events and for-profit leagues. From the six internal factors of the event organization, namely strategy, structure, culture, leadership, personnel and system, this paper studies the effective problems of the organization of the event. In the sixth chapter, the author puts forward some suggestions on the construction of Chinese volleyball league brand from the aspects of league brand culture, league brand logo, league product quality, league brand marketing, league brand management and so on. The seventh chapter summarizes the research results, and points out that because of the characteristics of the competition products, the construction of the competition brand has its particularity, which is mainly reflected in the specific ways of the identification of the race brand, the marketing and management of the competition brand, and so on. Finally, the limitations of this study are pointed out, and the direction of follow-up research is proposed.
【学位授予单位】：上海体育学院
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F273.2
【引证文献】
相关硕士学位论文 前4条
1 刘玉兰;健身气功国际交流比赛运作现状调查及发展对策研究[D];上海体育学院;2010年
2 李永丹;CBA职业联赛体育展示研究[D];北京体育大学;2011年
3 陈悦;我国中小城市体育赛事选择影响因素研究[D];上海体育学院;2011年
4 符合标;中国大学生羽毛球锦标赛商业化运作研究[D];湖南师范大学;2012年
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