网球赛事品牌标志研究——基于符号学理论视角  

Research on the Brand Identity of Tennis Events——Based on the Perspective of Semiotics Theory

作　　者：翟常卿[1,2] 储志东 ZHAI Changqing;CHU Zhidong(Basic Teaching Department,Anhui College of Traditional Chinese Medicine,Wuhu 241000,China;Faculty of Sports Sci-ence,Nanjing Normal University,Nanjing 210097,China)

机构地区：[1]安徽中医药高等专科学校基础教学部,安徽芜湖241000 [2]南京师范大学体育科学学院,江苏南京210097

出　　处：《南京体育学院学报》2022年第10期41-47,共7页Journal of Nanjing Sports Institute

基　　金：安徽省2021年高校优秀青年骨干教师国内访问研修项目(gxgnfx2021066);安徽省高校人文社科重点项目(SK2018A0846)。

摘　　要：为提升我国体育赛事品牌影响力,助力体育产业发展,基于符号学理论,以网球赛事品牌标志设计要素为切入点,对国内外网球赛事品牌标志的特点进行梳理分析。在此基础上,提出未来有利于我国网球赛事品牌标志的发展策略:完善赛事制度,打造网球赛事品牌标志文化;强化城市文化的网球赛事品牌标志内涵建设,促进城市软实力提升;促进赞助商为主体的网球赛事品牌利益化发展;提升科技在网球赛事品牌标志设计中的投入。In order to enhance the brand influence of my country’s sports events and help the development of the sports industry,based on the theory of semiotics,taking the elements of tennis event brand logo design as the breakthrough point,this paper analyzes the characteristics of domestic and foreign tennis event brand logos.On this basis,put forward the development strategies that are beneficial to the brand logo of tennis events in my country in the future:improving the event system,establishing a brand logo culture of tennis events;building the connotation of the brand logo of tennis events of urban culture,and promoting the improvement of urban soft power;reflecting the development of tennis event brand interests with sponsors as the main body;improving the investment in the design of tennis event brand logos by means of technology.

关 键 词：网球赛事 品牌标志 要素结构 分析 策略 

分 类 号：G845[文化科学—体育训练]