我国大学生滑雪赛事品牌培育与优化路径  

Research on the Path of the Cultivation and Optimization of Chinese College Skiing Competition Brands

作　　者：刘春华[1] 刘宇宏 赵莉[1] 刘玉华[3] 吕婵[1] LIU Chun-hua;LIU Yu-hong;ZHAO Li;LIU Yu-hua;LV Chan

机构地区：[1]哈尔滨体育学院,黑龙江哈尔滨150008 [2]哈尔滨体育学院研究生院,黑龙江哈尔滨150008 [3]佳木斯市第三中学,黑龙江佳木斯154000

出　　处：《哈尔滨体育学院学报》2020年第5期41-46,共6页Journal of Harbin Sport University

基　　金：中国大学生体育协会“十三五”规划重点课题(编号:201813504);哈尔滨体育学院课题(编号:BXYB00)。

摘　　要：以国内现有的大学生滑雪赛事为立足点,深入分析大学生滑雪赛事品牌培育的现状与困惑,多视角地提出优化策略。研究得出:我国大学生滑雪比赛是非盈利性的体育赛事,目的是为了推动滑雪运动在高校中的普及与发展,而当前我国大学生滑雪赛事已具备了大学生群体稳定、滑雪后备人才培养效果显著、赛事文化氛围浓厚等特点,其潜在的商业价值也得到了社会的认可与关注,已成为我国冰雪特色鲜明的大学生滑雪体育赛事。在赛事品牌培育的过程中由于受到赛事品牌的运行理念保守、冰雪赛事专门人才缺乏的影响,导致大学生滑雪赛事品牌在社会和市场化进程中发展缓慢。当前,大学生滑雪赛事品牌培育的路径应依托于中国大学生体育协会,在突出冰雪特色、明确赛事品牌定位、增设冬奥会项目、加强人才培养维度、扩大国际交流与协作的同时,还应注重赛事品牌文化的培育,从而加速推动大学生滑雪赛事品牌市场化进程,提高其社会影响力,丰富我国大学生竞赛体系的内涵,进而促进我国大学生滑雪赛事品牌的长远发展。Based on our existing domestic college skiing competitions,this essay deeply analyzes the current situation and confusion of college skiing competition brand cultivation,proposes optimization strategies from multiple perspectives.The analysis shows that the college skiing competition in China are non-profit sports events whose purpose is to promote the popularization and development of skiing in colleges and universities.Nowadays,our college skiing competition has already got the characteristics of group stability in college students,the significant effect of ski reserve talents training,the strong cultural atmosphere of competitions and its potential commercial value have also been recognized and paid attention to by the society.It has become a college skiing competition with distinctive Chinese ice and snow sports characteristics.In the process of cultivating the event brand,due to the conservative operation concept and the lack of ice and snow professional talents,the college skiing competition brand has developed slowly in the socialization and marketization process.At present,the path of cultivating college ski events should rely on the Chinese College Sports Association,While highlighting the characteristics of ice and snow sports,clarifying the brand positioning of skiing,adding winter Olympics events,strengthening the dimension of talent training,expanding international exchanges and collaboration,and paying attention to the cultivation of event brand culture,accelerates the marketization of college skiing competition brands,enhances their social influence,enriches the connotation of Chinese college competition system,and promotes the long-term development of Chinese college skiing competition brands.

关 键 词：大学生 滑雪 赛事品牌 培育 优化路径 

分 类 号：G80-05[文化科学—运动人体科学]