国际公路自行车赛品牌开发解读——以“环法”为例  

The Study of International Road Cycling Race Brand——Take "Tour de France" as an Example

作　　者：江亮[1] 

机构地区：[1]湖南衡阳师范学院体育系,湖南衡阳100084

出　　处：《搏击（体育论坛）》2015年第7期36-39,共4页Sport Forum

摘　　要：文章以国际公路自行车赛经典品牌"环法"为研究对象,运用文献资料法、专家访谈法、逻辑分析法等方法对环法品牌塑造展开研究。研究结果表明,环法在历经百年运作中形成了显著的品牌优势:第一,物的层面:(1)高规格车队与高水平运动员为受众提供了优质的赛事产品。(2)优秀的市场运营与管理为赛事提供充分的经济保障。(3)先进的赛事制作与传播呈现了环法精彩的画面与内容。第二,制度层面。(1)有效的组织机构和组织文化是环法良性运行的保障。(2)持续的变革是环法持久繁荣的动力。第三,价值层面。(1)环法是法国自然、人文的历史追溯。(2)环法是世界奇观体育与体育奇观。This paper takes Tour de France as research object to conduct the analysis of brand building through the method of literature, expert interviews and logics. The results shows that Tour de France has obvious brand advantages during a century＇s operation： firstly, in the material level, （1） high standard and high level athlete team provide high-quality products for the audience; （2） market operation and excellent management provide economic securiw; （3） the advanced competition production and spread present splendid images and contents of Tour de France. Secondly, in the system level, （1） effective organizational structure and organizational culture is the guarantee of benign operation of Tour de France. （2） continuous change is the driving force for lasting prosperity of the Tour de France. Thirdly, in the value level, （1） it is the retrospect of nature and history of France. The study is to provide the reference for Chinese cycling race （2） it is sports as spectacle and sporting spectacle in the world. brand by studying the inspiration of Tour de France brand.

关 键 词：国际公路自行车赛 品牌开发 环法 

分 类 号：G872[文化科学—体育训练]