全国武术功力大赛品牌要素的构建研究  

Research on Brand-Building Elements of Wushu Gongli Competition

作　　者：韩美佳[1] 刘树军[2] 于华荣[3] 李成银[4] 

机构地区：[1]天津中医药大学,天津300073 [2]上海体育学院休闲系,上海200438 [3]山东中医药大学体育艺术学院,山东济南250014 [4]山东师范大学体育学院,山东济南250014

出　　处：《吉林体育学院学报》2013年第1期122-125,共4页Journal of Jilin Sport University

摘　　要：运用专家访谈法、问卷调查法、综述等研究方法,在论述赛事品牌及构建知识的基础上,根据品牌的相关知识和自身特点,探讨武术功力大赛品牌要素构建和武术市场供求问题,明确大赛的品牌定位、形成品牌识别,并通过各种宣传营销手段形成被顾客认可的独特品牌形象。对武术功力大赛品牌构建要素进行筛选、确定六个一级要素和二十四个二级要素,构建武术功力比赛品牌,为全国武术功力大赛的科学发展、健康发展服务。Employing the methods of export interview and questionnaire, this paper analyses Sporting Event Brand and brand build- ing, discusses Wushu Gongli Competition Brand - Building dements and Wushu - market supply and demand according to theories and characteristic of Brand, makes Sporting Event Brand - Positioning clearly, and forms brand identification and through various marketing means to form approved by customer＇s unique brand image. Six first - degree indexes and twenty - four second - degree indexes are chosen from Wushu Gongli Competition Brand - Building dements by exports. Building Wushu Gongli Compotition Brand, for the national martial arts competition capability of scientific development, healthy development.

关 键 词：武术功力大赛 品牌要素 构建 

分 类 号：G852[文化科学—民族体育]