全民健身赛事品牌化发展的现实困囿、时代意蕴及推进路径研究--基于品牌资产理论  

Realistic Challenges,Contemporary Significance,and Actionable Pathways for Branding Development of Fitness-for-All Sporting Events--Based on Brand Equity Theory

作　　者：滑益龙 王瀚 Hua Yilong;Wang Han(School of Physical Education,Shandong University,Jinan 250061,China)

机构地区：[1]山东大学体育学院,山东济南250061

出　　处：《体育科技文献通报》2025年第2期78-82,共5页Bulletin of Sport Science & Technology

摘　　要：本文采用文献资料法、逻辑分析法等研究方法,基于品牌资产理论视角,对我国全民健身赛事品牌化发展的现实困囿和时代意蕴进行探析,并提出推进路径。研究发现:目前我国全民健身赛事的品牌化发展存在标识利用不充分、内涵有待深化、体验感不足及品牌忠诚度较低等问题。亟待从品牌标识、形象、反应与关系4个维度入手,逐步构建起群众与赛事品牌的互动关系,最大程度实现其对更高水平全民健身公共服务体系以及“文体商旅”多产业融合发展的有力助推,以满足人民群众日益增长的多元化参赛需求,回应“全民健身”“体育强国”等国家战略要求。This study employs literature research method and logical analysis method to explore the branding development of China's fitness-for-all sporting events through the lens of brand equity theory,focusing on current challenges,contemporary implications,and actionable pathways.Findings reveal that the branding of fitness-for-all events in China faces issues such as underutilization of brand identifiers,lack of depth in brand connotation,insufficient experiential engagement,and low brand loyalty.To address these challenges,it is imperative to systematically enhance four dimensions of brand equity-identifiers,image,response,and“Sports Power.”

关 键 词：全民健身 赛事 品牌化 品牌资产理论 

分 类 号：G812.4[文化科学—体育学]