中国城市马拉松赛事品牌形象感知研究——基于参赛者“网络跑记”视角  

Study on Brand Image Perception of Chinese City Marathon Race——Based on the participant's "online running" perspective

作　　者：焦建玲 柴王军[1] JIAO Jian-ling;CHAI Wang-jun(School of Physical Education,Shanxi University of Finance and Economics,Taiyuan 030032,China)

机构地区：[1]山西财经大学体育学院,山西太原030032

出　　处：《浙江体育科学》2018年第5期26-30,107,共6页Zhejiang Sport Science

摘　　要：当前,全国各地都在积极开展各种形式的马拉松比赛,参与人数之多,影响之广,已经成为了一张城市宣传不可多得的优质名片。为了更好地塑造马拉松这一品牌形象,基于参赛者"网络跑记"视角,以2016年太原国际马拉松为研究案例,通过运用对网络数据和词频分析的方法来剖析赛事品牌形象,从而提出合理意见促进城市马拉松更好地发展。At present, various forms of marathon competitions have been actively carried out in various parts of the country, and the number of participants is increasing, forming the marathon craze. The number of marathon participants has been widely influenced, and has become a valuable business card for the city to promote. In order to better shape the marathon the brand image, based on contestants ＂network run＂ perspective, Taiyuan international marathon in 2016 as the study case, by use of the network data and word frequency analysis method to analyze the brand image, so as to put forward reasonable suggestions to promote the better development of city marathon.

关 键 词：太原国际马拉松 跑记 品牌形象 赛事形象 

分 类 号：G80-05[文化科学—运动人体科学]