体育赛事品牌塑造与城市品牌提升的关系——以厦门国际马拉松赛为例  

The Study of the Relationship between Building Sporting Event Brand and Enhancing City Brand——Take Xiamen International Marathon as an Example

作　　者：翁飚[1] 张小娟[2] 鞠庆东[1] 

机构地区：[1]福建师范大学体育科学学院,福建福州350108 [2]广西师范大学体育学院,广西桂林541004

出　　处：《体育科学研究》2013年第1期1-5,共5页Sports Science Research

摘　　要：采用文献资料、逻辑分析、现场考察等方法,分析了体育赛事品牌塑造与城市品牌提升之间的关系。结果表明:体育赛事品牌归类于从属城市品牌,体育赛事品牌塑造与城市品牌塑造相得益彰;体育赛事品牌塑造过程中体育精神融入到城市精神中,强化城市的软实力和城市品牌建设;体育赛事品牌塑造演绎成特有的盛大城市节日,充分展示城市的文化特色;厦门市的知名度通过厦门马拉松赛得到进一步提高;与此同时,城市总体品牌高知名度反过来加快体育赛事品牌的成功塑造。The paper utilized literature, logical analysis, site visits, took Xiamen International Marathon as an example, de- scribed five steps of sports branding, namely ： the development of vision, brand positioning, building the CIS system, the wide dissemination, supervision and management. On this basis, the discussion of the relationship between building sporting event brand and enhancing city brand goes on：sports branding and city branding complement each other, Xiamen Marathon will fur- ther improve the awareness of Xiamen City, publics Convert sports brand recognition to a city brand identity, and be proud of it;in the sporting events brand building process, the sporting spirit will be into the spirit of the city, so as to strengthen the city＇s soft power and brand building and the city;sporting events are interpreted as a unique branding grand city festival, to demonstrate the city＇s cultural characteristics; overall city brand high-profile sporting events in turn lead to shape faster the brand.

关 键 词：厦门国际马拉松 体育赛事 赛事品牌 城市品牌 

分 类 号：G80-052[文化科学—运动人体科学]