场景化营销视角下大型体育赛事品牌培育研究  

Research on the Brand Cultivation of Large-scale Sports Events from the Perspective of Contextual Marketing

作　　者：邹学健 王汉鹏 毛枫 张刚[1] ZOU Xuejian;WANG Hanpeng;MAO Feng;ZHANG Gang(School of Physical Education,South China Normal University,Guangzhou,Guangdong Province,511400 China)

机构地区：[1]华南师范大学体育科学学院,广东广州511400

出　　处：《当代体育科技》2021年第15期215-217,共3页Contemporary Sports Technology

摘　　要：该文运用文献资料法、案例分析法,以场景化营销为研究视角,探析大型体育赛事的培育策略。目前,我国大型体育赛事品牌的整体发展势头良好,但也存在一定的问题,如品牌要素体系不完整、品牌与受众联系不足、品牌定位不清晰。基于上述分析,该文提出以下品牌培育策略。(1)传统场景的构建:充分结合各品牌要素,塑造品牌形象;(2)移动互联场景的构建:建立品牌与受众的双向联系,升华品牌内涵。By using the methods of literature review and case analysis,this paper researches the strategies of large-scale sports events.At present,the overall development momentum of large-scale sports event brands is good,but there are also certain problems:the brand element system is incomplete,the brand is not well-connected with the audience,and the brand positioning is not clear.Based on above analysis,this paper puts forward the following brand cultivation strategies.(1)The construction of traditional scene:fully combine various brand elements to build brand image;(2)The construction of mobile internet scene:establish the mutual communication between the brand and the audience,and sublimate the brand connotation.

关 键 词：场景化营销 体育赛事品牌 品牌培育 体育产业 

分 类 号：F273.2[经济管理—企业管理] G86[经济管理—国民经济]