湖北体育赛事品牌形象设计与传播研究  

Research on Brand Image Design and Communication of Hubei Sports Events

作　　者：凃志初 TU Zhi-chu(Hubei Academy of Fine Arts,Wuhan,Hubei,430205)

机构地区：[1]湖北美术学院视觉艺术设计学院,湖北武汉430205

出　　处：《湖南包装》2021年第4期55-58,共4页

基　　金：湖北省教育厅人文社会科学研究项目(编号:16Q223)。

摘　　要：从湖北特色体育赛事品牌形象设计与传播典型案例研究的角度,探讨湖北体育赛事品牌创建。根据近5年湖北体育强省建设中创建体育赛事品牌相关政策文件精神,对武汉7·16渡江节、中国(京山)网球节、WTA武汉网球公开赛、荆门爱飞客飞行大会和武汉马拉松等体育赛事品牌形象设计与传播现状进行分析,提出融媒体时代“体育赛事IP”打造、文旅体融合“体育+”城市新名片和区域体育赛事“品牌平台化”运营的湖北体育赛事品牌创建新思路。将有助于塑造举办城市独特的城市品牌形象,打造与传播更多“体育+”城市新名片,提升城市文化内涵和国际影响力;对提高城市核心竞争力、推动城市高质量发展、加快湖北体育强省建设具有重要指导意义。From the perspective of typical case studies on the brand image design and communication of Hubei characteristic sports events,this article discusses the brand creation of Hubei sports events.By Introducing the spirit of relevant policy documents for the establishment of sports event brands in the construction of a strong sports province in Hubei in the past five years,which will affect the Wuhan 7·16 Crossing River Festival,China(Jingshan)Tennis Festival,WTA Wuhan Open Tennis Championships,Jingmen Ai Feike Flying Conference and Wuhan Marathon Analyze the status of brand image design and dissemination of other sports events,and propose the creation of Hubei sports event brand that will create"sports event IP"in the era of media integration,"sports+"city integration of culture,tourism and sports,and"brand platformization"operation of regional sports events.It will help to shape the unique city brand image of the host city,create and spread more"sports+"new city business cards,enhance the city's cultural connotation and international influence;improve the city's core competitiveness,promote the city's high-quality development,and speed up construction Hubei of a strong sports province has important guiding significance.

关 键 词：湖北 体育赛事品牌 设计 传播 创建 

分 类 号：G812.7[文化科学—体育学] G206