我国武术赛事品牌建设研究

发布时间：2018-06-17 12:06

  本文选题：武术 + 武术赛事　； 参考：《华中师范大学》2016年博士论文

【摘要】：我国武术赛事品牌建设是武术赛事主体以积累武术赛事品牌价值资产为目标,依据国家体育产业相关法规、措施和政策要求,充分利用市场优势,对武术赛事品牌打造工作有序行使品牌规划和品牌营建职责,促使武术赛事逐步实现品牌化发展的过程。国务院文件提出“取消体育赛事活动审批,打造品牌赛事”要求,推动各层次武术赛事经营主体规划设计武术赛事品牌建设发展战略。在当前激发体育赛事市场活力,丰富体育赛事供给,加快发展体育产业促进体育消费的大背景下,使独具民族特色的武术项目在多元化武术赛事活动中彰显潜在社会价值,加强武术赛事品牌建设研究无疑具有积极效益。本研究通过文献研究法、历史研究法、实地访谈法、案例研究法和逻辑研究法等方法,对我国武术赛事品牌建设这一议题展开了深入系统研究。通过回顾研究核心观点和各章逻辑论证,归纳以下研究结论：(一)武术赛事品牌建设是加强武术赛事管理工作,提升武术赛事市场核心竞争力的重要前提。改革开放后,社会大众对武术赛事文化消费需求剧增,使武术赛事整体价值效益凸显,国家“加快实施品牌战略,大力培育具有中国特色的体育赛事品牌”的体育产业政策,为独具特色的中国武术赛事的品牌化发展植入了国家政策元素。(二)武术赛事品牌建设是以打造高品质武术赛事为核心思想,它是促使武术赛事实现品牌化管理的关键环节,其目的是引导武术赛事经营主体规范经营各层次武术赛事,确保武术赛事品牌打造工作顺利实施。(三)建国以来,我国武术赛事历经尝试与探索(1949-1978)、恢复与拓展(1979-1999)、蓬勃发展(2000-2008)、转型与升级(2009-)四个阶段。首部《武术竞赛规则》颁布,规范了武术比赛科学化操作,推动该时期武术竞赛逐步呈现现代武术赛事元素。尽管武术赛事经营主体缺乏构建武术赛事品牌的意识和先进的赛事品牌管理理念,但是各级武术赛事经营机构以市场为导向,对武术赛事资源进行优化配置,使武术赛事品牌个性逐渐鲜明,武术赛事品牌定位日益准确。随着武术赛事经营机构调整赛事经营模式和构建武术赛事品牌意识增强,“请进来”和“走出去”相结合的武术赛事品牌建设方略,推动我国武术赛事综合价值的实践探索有序展开。武术赛事在国家体育强国政策视域下,呈现多元化发展趋势。国家体育产业政策促使武术赛事的综合效益凸显,加快了我国武术赛事品牌建设步伐。我国武术赛事分为武术套路赛事、武术格斗赛事和武术功法赛事三大类。多元化武术赛事既是推动中华武术不断取得新突破的有效方式,又是保障赛事整体质量稳步提升不可或缺地重要手段。在践行武术全民健身国家战略历史进程中,全社会营造了重视武术、支持武术和参与武术的良好氛围,推动了充满活力的武术赛事消费市场形成,为武术赛事品牌打造赢得了赛事目标消费群。通过剖析政府、武协、市场(企业)在我国武术赛事品牌建设中存在的不足,研究认为,政策指向不明,建设理念落后；武术赛事品牌建设队伍培养滞后,品牌管理意识淡薄；武术赛事品牌建设理论研究滞后,技术与实践服务缺失等问题是我国武术赛事品牌建设发展滞后的原因。(四)虽然武术赛事品牌建设在武术赛事品牌化构建过程中应发挥重要作用,但因其存在的严峻现实问题制约了武术赛事发展。武术赛事管理部门和赛事经营主体打造品牌武术赛事意识淡薄及相关客观原因存在,造成各层次武术赛事同质化现象严重,从而使武术赛事品牌价值遭受质疑。(五)武术赛事品牌规划是赛事经营机构致力于构建武术赛事品牌、实现赛事经营机构的经济目标和社会效益而制定的发展计划。武术赛事品牌战略是赛事经营机构的根本性策略,它包括武术赛事品牌构建环境、武术赛事品牌定位、武术赛事品牌要素设计、武术赛事品牌个性、武术赛事品牌价值、武术赛事品牌传播和武术赛事品牌延伸等内容。武术赛事品牌定位是设计、塑造、发展及确定武术赛事品牌形象的关键环节。(六)基于理论构建视角对我国武术赛事品牌建设程序进行了设计,对我国武术赛事品牌建设的赛事品牌要素、赛事品牌个性、赛事品牌价值、赛事品牌传播和赛事品牌延伸展开了全面而深入地阐述。武术赛事品牌识别系统是赛事经营机构精心设计的塑造武术赛事形象的过程性操作活动。武术赛事品牌以满足赛事目标消费群功能、情感及服务等方面赛事需求而表现出相应的赛事品牌价值。武术赛事品牌核心价值是武术赛事品牌价值的内核、主体构件及品牌理念内涵。武术赛事品牌传播是由赛事传播主体、赛事传播媒介、赛事目标受众和赛事传播内容等环节构成的循环过程。武术赛事品牌凭借赛事知名度、认可度和巨大的赛事品牌资产效应,具备品牌延伸功能。通过学习和借鉴品牌领域品牌建设的成功经验,借助构建的武术赛事品牌建设理论,对我国武术赛事品牌建设实践具有积极效益。(七)以我国原创搏击赛事品牌——昆仑决为研究对象,对昆仑决赛事品牌建设实践、经验和启示进行了系统分析。研究认为,武术赛事品牌建设是增强武术赛事市场核心竞争力,提升武术赛事整体价值的有效管理方式,更是一个持续有序地实践完善过程。国家顶层设计彰显新理念,促使昆仑决成功树立中国原创搏击赛事品牌标杆形象。昆仑决运用互联网思维经营模式,以“弘扬中华尚武精神”为办赛理念,使其极速驶入品牌武术赛事行列。昆仑决准确把握市场脉搏,借鉴国内外赛事品牌建设成功经验,以国家理论政策为支撑,确立武术赛事品牌保护制度,实施全球化武术赛事品牌定位,以赛事目标消费群为导向,充分挖掘武术赛事品牌价值,借助规模经济效应,规划其国际化发展战略,助推赛事健康、和谐、快速、高效发展。
[Abstract]:The brand construction of Wushu competitions in China is the goal of the main body of Wushu events to accumulate the brand value assets of Wushu events. According to the relevant laws and regulations, measures and policies of the national sports industry, it makes full use of the market advantages, and exercises the brand planning and brand construction duties in order to make the Wushu competition brand work in order, and promotes the Wushu competition to realize the brand step by step. The document of the State Council put forward the requirements of "cancelling the examination and approval of sports events, creating brand events" and promoting the development strategy of brand construction of Wushu events at all levels of Wushu competition management. It can stimulate the vitality of the sports competition market, enrich the supply of sports events, and accelerate the development of sports industry to promote sports consumption. Under the big background, it makes the unique national characteristics of Wushu show the potential social value in the diversification of Wushu events, and it is undoubtedly beneficial to strengthen the research on the brand construction of Wushu events. This study is based on the methods of literature research, historical research, field interview, case study and logic research. Through reviewing the core views and logical argumentation of various chapters, the following conclusions are summarized: (1) the construction of Wushu competition brand is the importance of strengthening the management of Wushu events and promoting the core competitiveness of the Wushu competition market. After the reform and opening up, the public has the culture of Wushu events The increase of consumption demand makes the overall value and benefit of Wushu events prominent, the state "accelerate the implementation of brand strategy, cultivate the sports competition brand with Chinese characteristics", and implants national Zheng Ceyuan Su for the brand development of the unique Chinese Wushu competition. (two) the brand construction of Wushu events is to build high quality The core idea of the quality Wushu competition is the key link to promote the brand management of Wushu events. The aim is to guide the management of Wushu events to regulate all levels of Wushu events and to ensure the smooth implementation of the brand building work of Wushu events. (three) since the founding of the people's Republic, the Wushu events in China have been tried and explored (1949-1978), and the restoration and extension of the Wushu competitions have been carried out. Exhibition (1979-1999), flourishing development (2000-2008), transformation and upgrading (2009-) four stages. The first "Wushu Competition Rules >" promulgated, standardized the scientific operation of Wushu competitions, and promoted the Wushu competition to gradually present modern Wushu events. Although Wushu competition owners lack the consciousness of building the brand of Wushu events and the advanced events Brand management concept, but at all levels of Wushu competition management organizations to market oriented, the optimization of Wushu competition resources allocation, make the Wushu competition brand personality gradually distinct, Wushu competition brand positioning is increasingly accurate. With the adjustment of Wushu competition management model and the construction of Wushu competition brand awareness, "please come in." The strategy of Wushu tournament brand construction combined with "going out" will promote the practice and exploration of the comprehensive value of Wushu events in China. Wushu events show diversified development trends under the policy of national sports power. National sports industrial policy promotes the comprehensive benefits of Wushu events and accelerates the brand of Wushu events in China. China's martial arts events are divided into three categories: Wushu routine events, martial arts fighting events and martial arts events. Diversified Wushu events are not only an effective way to promote the continuous breakthrough of Chinese Wushu, but also an indispensable means to ensure the steady promotion of the overall quality of the events. In the course of history, the whole society created a good atmosphere of Wushu, Wushu and Wushu, promoted the formation of the dynamic Wushu competition consumption market, and won the target consumer group for the Wushu competition brand. Through the analysis of the shortcomings of the government, the Wu Association and the market (enterprise) in the brand construction of Wushu competitions in our country, the paper studied the shortcomings of the brand construction of Wushu competitions in China. It is considered that the policy direction is unclear, the construction concept is backward, the training of Wushu competition brand construction team is lagging behind, the brand management consciousness is weak, the theory of Wushu competition brand construction is lagging behind, and the lack of technology and practice service is the original cause of the lagging development of the brand construction of Wushu competitions in our country. (four) although the Wushu competition brand construction is in the martial arts competition It is necessary to play an important role in the process of brand building, but it restricts the development of Wushu events because of its serious problems. Wushu events management department and competition management body create brand Wushu events with weak consciousness and related objective reasons, resulting in the serious homogenization of Wushu events at all levels, thus making Wushu competitions brand. The value has been questioned. (five) the brand planning of Wushu events is the development plan made by the competition management organization to build the brand of Wushu events and realize the economic and social benefits of the competition management organization. The brand strategy of Wushu competition is the fundamental strategy of the competition management organization, which includes the brand building environment of Wushu events and the Wushu competitions. Brand positioning, Wushu competition brand elements design, Wushu competition brand personality, Wushu competition brand value, Wushu competition brand communication and Wushu competition brand extension. Wushu competition brand positioning is the key link of designing, molding, developing and determining the brand image of Wushu events. (six) based on the theoretical construction perspective, the Wushu competition in China The procedure of building the brand is designed. The brand elements of the Wushu competition brand, the personality of the competition brand, the brand value of the competition, the brand spread of the competition and the extension of the competition brand are thoroughly and deeply expounded. The brand recognition system of Wushu events is the meticulous design of the competition image of the Wushu competitions. The brand of Wushu competition shows the corresponding brand value in order to meet the requirements of the function of the target consumer group, emotion and service. The core value of the Wushu competition brand is the core of the brand value of Wushu events, the main components and the connotation of the brand concept. The brand communication of Wushu events is the main body of the events. The circulation process of the media, the target audience and the content of the event dissemination. The Wushu brand has the brand extension function by virtue of the popularity, the recognition and the great brand asset effect, and the successful experience of the brand construction of the brand field by learning and drawing on the successful experience of the brand building. Set up the theory, have positive effect on the practice of brand construction of Wushu competition in our country. (seven) taking the Kunlun original fight competition brand as the research object, this paper makes a systematic analysis on the practice, experience and Enlightenment of the construction of Kunlun final event brand. The research holds that the brand construction of Wushu competitions is to enhance the core competitiveness of the Wushu competition market and promote the promotion of Wushu competition. The effective management of the overall value of the Wushu competition is a continuous and orderly practice. The top level of the national design highlights the new concept, and promotes Kunlun to succeed in setting up the brand image of the Chinese original fighting competition. The idea of "promoting the Chinese martial spirit" will be used by Kunlun. Speed into the ranks of brand martial arts events. Kunlun will definitely grasp the pulse of the market, draw on the successful experience of the domestic and foreign competition brand construction, support the national theory and policy, establish the protection system of Wushu competition brand, implement the brand positioning of the global Wushu competitions, take the target consumer group as the guidance, fully excavate the brand value of Wushu events, help to make full use of the brand value. Scale economic effect, plan its international development strategy, and promote the healthy, harmonious, rapid and efficient development of the tournament.
【学位授予单位】：华中师范大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：G852
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本文编号：2030981