基于观众视角的商业性体育赛事品牌形象评价指标体系的构建  

Construction of Brand Image Evaluation Index System of Commercial Sports Events on the Perspective of Audience

作　　者：张宏伟[1] 梁金辉[1] 江明华[2] ZHANG Hongwei;LIANG Jinhui;JIANG Minghua(School of Sports Management and Communication,Capital University of Physical Education and Sports,Beijing 100191,China;Guanghua School of Management,Peking University,Beijing 100871,China)

机构地区：[1]首都体育学院管理与传播学院,北京100191 [2]北京大学光华管理学院,北京100871

出　　处：《首都体育学院学报》2024年第6期598-606,689,共10页Journal of Capital University of Physical Education and Sports

基　　金：国家社会科学基金项目(23BTY074)。

摘　　要：商业性体育赛事的品牌形象是赛事主办方的重要资产,品牌形象是商业性体育赛事经营的重要部分。运用文献研究法、专家访谈法、问卷调查法、层次分析法-模糊综合评价法初步构建了包含服务、组织、个性化、符号4个维度和30个评价指标的品牌形象评价体系,之后通过模糊隶属度分析、相关性分析和鉴别力分析最终筛选了13个评价指标,并运用层次分析法确定了这些指标的权重。主要结论为:1)在商业性体育赛事品牌形象评价维度中,服务维度的权重系数最大,权重系数其次大的是组织维度和个性化维度,权重系数最小的是符号维度;2)在商业性体育赛事品牌形象评价实践中,可通过模糊综合评价四步骤对商业性体育赛事品牌形象进行评价。根据商业性体育赛事区别于一般商品的独特性构建的商业性体育赛事品牌形象评价指标体系,一方面可以为从观众视角评价商业性体育赛事的品牌形象提供依据,另一方面又体现了商业性体育赛事的特点。研究中使用的评价方法是对我国商业性体育赛事品牌形象评价的探索。The brand image of sports events is an important asset of sports events,and the construction of brand image is the central of events operation.With the literature review,expert interview,analytic hierarchy process and fuzzy comprehensive evaluation,four evaluation dimensions of service,organization,individuality,symbol and 30 indicators were obtained.Then,we got thirteen evaluation indicators through the analysis of membership,correlation and discrimination.The weights were determined by analytic hierarchy process(AHP).The evaluation model of commercial sports events was constructed by fuzzy comprehensive evaluation method.The main conclusion is that in the dimensions of brand image evaluation for commercial sports events,the service dimension has the highest weight,followed by event organization and personalization,and finally the event symbol;When evaluating,the image of the event can be evaluated through four steps of fuzzy comprehensive evaluation.Since brand image evaluation system for commercial sports events is constructed based on the uniqueness of commercial sports events compared to general commodities,the paper puts forwards that on the one hand,it can provide a basis for evaluating the brand image of commercial sports events from the perspective of the audience,and on the other hand,it reflects the characteristics of commercial sports events.Finally,the evaluation method used in the study is an exploration of the brand image evaluation of commercial sports events in China.

关 键 词：商业性体育赛事 品牌形象 模糊综合评价法 评价指标 

分 类 号：G80-052[文化科学—运动人体科学]