都市民俗体育赛事品牌建设的战略思考——以上海为例  

Strategic Thinking on Urban Folk Sports Event Brand Construction:A Case Study of Shanghai

作　　者：李延超[1] 蒋家彦 LI Yanchao;JIANG Jiayan(School of Economics and Management,Shanghai University of Sport,Shanghai 200438,China)

机构地区：[1]上海体育学院经济管理学院,上海200438

出　　处：《体育科研》2023年第2期44-50,共7页Sport Science Research

基　　金：浦江人才计划项目(21PJC099)。

摘　　要：采用文献资料法、专家访谈法和逻辑分析法等,围绕内涵、意义、资源条件与实施路径等方面对都市民俗体育赛事的品牌建设进行战略性思考。研究表明:都市民俗体育赛事品牌建设的内涵涉及品牌质量、形象、文化、传播、创新和环境等方面;当前都市民俗体育赛事品牌建设具有促进民俗文化再生、繁荣旅游市场、增强文化自觉意识和彰显责任担当等战略意义;从建设基础上看都市民俗体育赛事品牌建设具有地域特色突出、类型多样与层次分明、消费需求意愿强、政府建设经验丰富等资源条件。最后就发展路径提出了凝练赛事品牌质量内涵、塑造赛事品牌形象、拓宽赛事品牌传播广度、加强赛事品牌文化培育、加大赛事品牌创新力度和加速赛事品牌环境建设的战略构想。Using the methods of literature review,expert interview and logical analysis,the author makes strategic thinking on creating urban folk sporting event brand in terms of its implication,significance,resource conditions and implementation path.Research shows that:The urban folk sports event brand construction involves brand quality,image,culture,communication,innovation and environment,etc.At present,the brand construction of urban folk sports events has strategic significance for promoting the regeneration of folk culture,flourishing tourism market,enhancing cultural consciousness and highlighting responsibility.In view of the construction basis,the urban folk sports event brand construction has such resource conditions as prominent regional characteristics,diverse types and distinct levels,strong willingness to consume,and rich experience in government administration.Finally,the author puts forward the strategic ideas of refining the quality implication of the brand,shaping the image of the brand,broadening the spread of the brand,strengthening the cultivation of the brand culture,intensifying the innovation of the brand and accelerating the construction of the brand environment.

关 键 词：都市民俗体育赛事 品牌建设 内涵 意义 资源 路径 

分 类 号：G80-05[文化科学—运动人体科学]