职业运动球队品牌权益建构的理论探讨  

The Conceptual Consideration of the Brand Equity Construction in Professional Sports Team

作　　者：包小强[1] 王国艳[2] 

机构地区：[1]新疆师范大学体育学院,乌鲁木齐830000 [2]中华女子学院体育部,北京100101

出　　处：《体育与科学》2011年第5期30-34,共5页Sports & Science

摘　　要：职业运动能够引起体育迷们强烈的情感反应,这一情感联系要优于其他所有产业。职业体育组织也努力利用这种情感联系来构建其品牌权益。由于职业体育产业的特殊属性,建立品牌权益的相关研究对其发展具有重要的价值。本研究提出修改自Gladden and Mline(1999)及Richelieu(2004)的职业运动球队品牌权益建构的理论模型,研究结果认为,职业运动球队可以利用其同球迷强烈的情感联系,通过有计划的品牌管理构建品牌权益,并为球队带来可持续的竞争优势与利益。Sports teams generate an emotional response from thetr tans that is stronger man in any other industry. In an effort to capitalize on the emotional relationship they share with their fans, professional sports teams try to position themselves as brands. Because of the specialty of the sport industry, the research about the brand equity construction has important value. This paper puts forward the theory model of the brand equity eonstruction which modifies from the research of Gladden and Mline （1999） and Richelieu （2004）. Our results underline that the professional sports team could capitalize on the emotional relationship with fans, and set up the brand equity through planning brand management. Then the brand equity can generate the sustainable competitive advantages and benefits.

关 键 词：职业运动 品牌 品牌权益 

分 类 号：G80-05[文化科学—运动人体科学]