基于WSR思想下山地户外运动赛事品牌培育研究  

A research on brand cultivation of mountain outdoor sports events based on WSR thought

作　　者：杨松[1] YANG Song(Hexi University, Zhangye 453007, Gansu, Chin)

机构地区：[1]河西学院,甘肃张掖453007

出　　处：《辽宁体育科技》2017年第1期22-25,共4页Liaoning Sport Science and Technology

基　　金：甘肃省体育局2015年度体育社会科学研究项目<系统WSR视野下张掖户外运动节品牌培育研究>(项目编号:GST201547)

摘　　要：对我国山地户外运动赛事品牌运作现状进行分析,结果显示:我国山地户外运动赛事品牌运作过程中存在三大矛盾,即品牌和赛事之间的矛盾,赛事利益相关者之间的矛盾,市场对品牌专业化管理需求的矛盾。以充满东方思辨的物理、事理、人理(WSR)思想为基础,提出我国赛事品牌运作不应是软硬件的二元分割,解决以上矛盾应以WSR系统思想规划运作户外运动赛事品牌,并结合信息理论提出品牌建设目标,以物理、事理、人理三大子系统为理论基础构建了赛事产品、赛事品牌以及赛事利益相关者三维结构总体的我国户外运动赛事品牌管理模式,以期为建立一种适合我国山地户外运动赛事品牌建设,具有中国特色的充满东方思辨的管理体制和运行机制提供参考。This paper analyzes the current situation of brand operation of outdoor sports in China, the results showthat there are three contradictions in the operation of the brand of outdoor sports events in China, the contradictionbetween the brand and the events; the contradiction between the stakeholders; the contradiction between thebrand professional management and the requirement. Based on the physical, the rational and the humanisticthought of the East, it points out that the operation of the brand in our country is not the dual division of hardwareand software. To solve the above contradiction, the WSR system should be used to plan the outdoor sports brand,and combined with the information theory, puts up the brand objectives, taking the three subsystems of thephysical, the rational and the humanistic as the theoretical basis for the construction of the event products,tournament brands and tournament stakeholders in three-dimensional structure of the overall outdoor sports brandmanagement model, in order to provide theoretical reference for establishing a suitable mountain outdoor sportsbrand building with Chinese characteristics which are full of oriental speculative management system andmovement mechanism.

关 键 词：山地户外运动 赛事品牌 WSR 

分 类 号：G80[文化科学—运动人体科学]