中小型非公体育企业形象塑造与品牌文化创新研究  

Research on Image Building and Brand Culture Innovation of Small and Medium-Sized Non-Public Sports Enterprises

作　　者：周显鹤 卢伟帅 ZHOU Xianhe;LU Weishuai(Jilin Normal University;Boda College of Jilin Normal University,Siping,Jilin Province,136000 China)

机构地区：[1]吉林师范大学 [2]吉林师范大学博达学院,吉林四平136000

出　　处：《当代体育科技》2024年第24期79-83,共5页Contemporary Sports Technology

基　　金：吉林省高教科研课题(项目名称:吉林省冰雪体育旅游产业与高校人才培养的协同发展研究,项目编号:JGJX24D0269);吉林师范大学横向科研项目(项目名称:数字化转型背景下中小型非公体育企业形象塑造与品牌文化创新研究);吉林师范大学博士科研启动项目(项目名称:提升我国冰雪体育旅游产业的竞争力研究,项目编号:吉师博2020016)。

摘　　要：随着数字技术的飞速发展,数字化转型已经成为企业发展的必然趋势。在中小型非公体育企业,如何通过数字化转型来塑造企业形象和进行品牌文化创新,已成为一个重要的研究问题。从数字化转型背景出发,分析了数字化对中小型非公体育企业形象塑造和品牌文化创新的影响,提出了相应的策略和建议,旨在为中小型非公体育企业提供一定的指导和参考。通过文献分析法以及逻辑分析法得出以下主要研究结果:数字化转型改变了信息传播方式,提高了中小型非公体育企业的知名度,同时也带来了业务模式的创新,提升了企业的竞争力;数字化转型背景下,中小型非公体育企业应明确自身定位,制定数字化战略,加强线上线下融合,提升企业形象,同时创新品牌文化,塑造企业个性,重视人才培养,提高企业数字化素养。研究结论:中小型非公体育企业应在数字化转型背景下,应明确企业定位,制定数字化战略,重视人才培养,提高企业数字化素养,以实现可持续发展。With the rapid development of digital technology,digital transformation has become an inevitable trend in the development of enterprises.How to shape the corporate image and brand culture innovation of small and medium-sized non-public sports enterprises through digital transformation has become an important research question.Starting from the background of digital transformation,this paper analyzes the impact of digitalization on the image building and brand culture innovation of small and medium-sized non-public sports enterprises,and puts forward corresponding strategies and suggestions,aiming to provide some guidance and reference for small and medium-sized non-public sports enterprises.Through Literature Analysis and Logical Analysis,the following main research results are obtained:Digital transformation has changed the way of information dissemination,improved the visibility of small and medium-sized non-public sports enterprises,and also brought about the innovation of business models and enhanced the competitiveness of enterprises;In the context of digital transformation,small and medium-sized non-public sports enterprises should clarify their own positioning,formulate digital strategies,strengthen online and offline integration,enhance their corporate image,innovate brand culture,shape unique corporate personality,attach importance to talent training,and improve their digital literacy.Conclusion In the context of digital transformation,small and medium-sized non-public sports enterprises should clarify their corporate positioning,formulate digital strategies,attach importance to talent training,and improve their digital literacy to achieve sustainable development.

关 键 词：数字化转型 中小型非公体育企业 企业形象 品牌文化 

分 类 号：G80-05[文化科学—运动人体科学]