湖北省马术场地障碍赛发展特征及品牌塑造路径  

Development Characteristics and Brand Building Path of Show Jumping in Hubei Province

作　　者：孙培芳 王梦琦 SUN Pei-fang;WANG Meng-qi(Tianjin University of Sport,Tianjin,301617,China)

机构地区：[1]天津体育学院,天津301617

出　　处：《武汉商学院学报》2025年第1期23-28,共6页Journal of Wuhan Business University

摘　　要：打造马术场地障碍赛品牌既能满足人们多样化、高层次的体育需求,也是湖北省建设中部马运动产业大省的重要指标。采用文献资料、专家访谈、实地调研等方法,对湖北省2021年到2024年马术场地障碍赛事的发展特征及面临的挑战进行研究。研究认为,湖北省马术场地障碍赛事近些年赛事数量连续增加、赛事级别不断升级、赛事奖金稳步提升、赛事规模持续扩大,但还面临着运营能力不足、影响力不够、市场开发薄弱、推广力度不足等挑战,在此基础上,提出应加强IP建设、丰富办赛经验、推动市场开发、加大宣传推广等品牌塑造策略,助力湖北省马术运动高质量发展。Building a equestrian show jumping brand can not only meet people's diverse and high-level sports needs but also serve as an important indicator for Hubei Province to establish itself as a major equestrian industry hub in Central China.Using literature review,expert interviews and field research,this study examines the development characteristics and challenges faced by show jumping events in Hubei Province from 2021 to 2024.The research indicates that in recent years,the number of show jumping events in Hubei Province has continuously increased,the event levels have been progressively upgraded,prize money has steadily risen,and the scale of events has consistently expanded.However,challenges remain,including insufficient operational capability,limited influence,weak market development,and inadequate promotion.Based on these findings,the study proposes brand-building strategies,including strengthening IP development,enriching event organization experience,promoting market development,and increasing promotional efforts,so as to support the high-quality development of equestrian sports in Hubei Province.

关 键 词：马术场地障碍 马术赛事 品牌塑造 

分 类 号：F882.1[经济管理]