蒙古族“那达慕”品牌建设与推广策略  

Brand Building and Promotion Strategies of Mongolian "Nadam Fair"

作　　者：郝延省[1] HAO Yan-xing(The Physical Education College,Inner Mongolia University For The Nationalities,Tongliao 028000,China)

机构地区：[1]内蒙古民族大学体育学院,内蒙古通辽028000

出　　处：《体育文化导刊》2018年第7期90-95,共6页Sports Culture Guide

基　　金：国家社会科学基金项目(13BTY056);内蒙古民族文化建设研究项目(MZWH2015-25)

摘　　要：通过文献资料法、田野调查法对蒙古族"那达慕"品牌建设与推广策略进行研究,研究表明:蒙古族"那达慕"是独具游牧文化特色的经典赛事,目前,"那达慕"市场化程度仍然较低,尤其在品牌建设与推广方面存在明显不足。建议:制定品牌战略发展规划,改革赛事体制;市场定位清晰,文化定位鲜明;健全品牌识别系统,完善赛事传播体系;拓展推广宽度,增加推广深度;做好维护推广,提高延伸推广效益。The study of brand building and promotion strategies of Mongolian"Nadam Fair"is using methods of literature review and field investigation.According to the study,the Mongolian"Nadam Fair"is a traditional sports event,and plays an important role in terms of nomadic culture.Currently,problems are showed in low marketization,brand building and promotion strategies.Therefore,suggestions are as follows:establish a brand development plan;reform competition system;do marketing positioning regarding culture orientation of brand;improve brand identification;perfect communication system of event;deepen the connotation of broadcasting;improve brand extension by maintaining and promotion.

关 键 词：体育经济 那达慕 蒙古族 品牌建设 

分 类 号：G812.47[文化科学—体育学]