青奥会的品牌理念与品牌价值初探  

A Study of Brand Ideas and Brand Values of Youth Olympic Games

作　　者：匡导球[1,2] 

机构地区：[1]第二届青奥会组委会市场开发部 [2]南京大学国家文化产业研究中心,博士后南京210093

出　　处：《南京社会科学》2011年第10期9-16,共8页Nanjing Journal of Social Sciences

摘　　要：本文阐释了青奥会实施品牌化战略所面临的两个关键问题:品牌理念的构建及品牌价值的评估,以期为南京青奥会的运营提供理论支持。首先,在对青奥会的品牌谱系、诞生背景及品牌定位等因素进行综合分析的基础之上,本文为青奥品牌梳理出了以"奥林匹克主义"为导向的理念体系;继而又深入剖析了青奥会品牌价值的实现路径,并将其归纳为"重塑奥运品牌形象"、"助推城市品牌建设"以及"提升企业品牌影响"三个方面。This article explains two key problems concerning the branding of Youth Olympic Games（hereinafter referred to as ＂YOG＂）： the construction of brand ideas and assessment of brand values,so as to provide theoretical support for the operation of Nanjing 2014.First of all,the article sets up an ＂Olympism oriented＂ idea system for the YOG brand on the basis of comprehensive analysis of YOG＇s brand genealogy,birth background and brand positioning;furthermore,the article makes a thorough discussion of the approaches based on which the YOG brand would fulfill its values,and then categorizes these approaches into three aspects： ＂rebuilding Olympic Games＇ brand image＂,＂accelerating city brand construction＂ and ＂enhancing enterprise brand influence＂.

关 键 词：青奥会 品牌理念 品牌价值 奥林匹克主义 城市品牌 企业品牌 

分 类 号：F279.14[经济管理—企业管理]