我国群众性体育赛事品牌培育研究  

Research on Brand Cultivation of Mass Sports Events in China

作　　者：问绍飞[1] WEN Shao-fei(School of Physical Education,Yancheng Teachers University,Yancheng 224002,China)

机构地区：[1]盐城师范学院体育学院,江苏盐城224002

出　　处：《体育文化导刊》2020年第10期92-97,共6页Sports Culture Guide

基　　金：江苏省高校哲学社会科学研究基金项目(2019SJA1763);江苏省教育科学“十三五”规划重点资助项目(T—a/2020/05);盐城市体育科学基金重点项目(18YTZD003)。

摘　　要：运用文献资料、逻辑分析等研究方法,对我国群众性体育赛事品牌培育进行研究。主要结论:我国群众性体育赛事品牌在培育过程中存在品牌意识较为薄弱、品牌质量有待提高、品牌推广模式单一、品牌文化尚未形成的问题。建议:完善办赛指导制度,强化赛事品牌意识;优化品牌内容设计,提升品牌服务质量;融合网络技术元素,丰富品牌推广模式;依托城市特色资源,构建赛事品牌文化。Through literature review and logical analysis,this paper studies the brand cultivation of mass sports events in China.The main conclusion:In the process of cultivating brand of mass sports events,there are some problems such as weak brand awareness,low brand quality,single brand promotion mode,and brand culture is not yet formed.Suggestions:We will improve the guiding system of the competition to strengthen the brand awareness,optimize the brand content design and improve the quality of brand service,integrate the network technology elements,enrich the brand promotion mode and build the brand culture of the competition relying on the city characteristic resources.

关 键 词：体育经济 群众性体育赛事 赛事品牌 品牌培育 

分 类 号：G812.4[文化科学—体育学]