中国摩托艇联赛品牌定位的研究

发布时间：2018-01-14 10:20

本文关键词：中国摩托艇联赛品牌定位的研究　出处：《首都体育学院》2012年硕士论文　论文类型：学位论文

【摘要】：中国摩托艇联赛是由国家体育总局水上运动管理中心、中国摩托艇运动协会主办的国内首个摩托艇职业赛事,采用全国巡回比赛的方式,有来自全国的八支省市和俱乐部队参加。2011年是中国摩托艇联赛举办的第一年,从6月开始,先后广西柳州市、重庆彭水县进行了三站比赛。主办方计划,经过2-3年的培养,力求使中国摩托艇联赛成为每年5-7站比赛,10-12支参赛队的有一定影响力的知名赛事。中国摩托艇联赛从诞生之日起,不仅创建了摩托艇赛事,同时也建立了中国摩托艇联赛品牌,要想让该品牌成为中国赛事市场的名牌,便需要对品牌进行科学的经营和管理。品牌管理的基础是品牌定位,即通过分析自身的资源条件、消费者需求、竞争者的特点、宏观环境等因素,寻求本品牌与其他品牌的差异点,塑造品牌核心价值,树立品牌形象,从而在消费者心中占据有利位置。本研究的目的在于,确定中国摩托艇联赛品牌的目标消费者,了解消费者的需求,针对其需求寻找中国摩托艇联赛品牌与其他赛事品牌的不同之处,以便塑造品牌形象和个性,确定品牌的核心价值,为进一步的品牌管理服务。研究中运用了文献资料法、专家访谈法来确定影响中国摩托艇联赛品牌定位的因素,并通过问卷调查法和数理统计法调查和分析出了中国摩托艇联赛品牌各类消费者的需求。通过研究发现,影响中国摩托艇联赛品牌定位的因索包括：中国摩托艇联赛品牌的消费者、竞争者、中国摩托艇联赛品牌自身及其所处的宏观环境。其中,中国摩托艇联赛品牌消费者包括：赛事现场观众、赛事赞助商、承办赛事的地力政府,以及参与报道赛事的媒体；其竞争者也按照竞争力的大小分为了三个层次。最后,按照找位、选为、提位、到位、调位的步骤,结合对中国摩托艇联赛品牌消费者、竞争者、品牌自身、品牌所处宏观环境的分析,初步为中国摩托艇联赛品牌进行了定位。
[Abstract]:The China motorboat league is the first professional motor boat competition organized by the Water Sports Management Center of the State Sports Administration and the China Motor Boat Sports Association. There are eight provinces and cities and clubs from all over the country to participate. 2011 is the first year of the Chinese motorboat league, starting from June, successively Liuzhou, Guangxi. Pengshui County in Chongqing held three races. The organizers plan to make the Chinese motorboat league a 5-7 race each year after 2-3 years of training. From the birth of the China motorboat league, not only the motorboat competition, but also the Chinese motorboat league brand has been established. In order to make the brand become the famous brand in Chinese competition market, it is necessary to manage and manage the brand scientifically. Brand management is based on brand positioning, that is, through analyzing its own resource conditions, consumer needs. The characteristics of competitors, macro environment and other factors, seek the difference between the brand and other brands, shape the core value of the brand, establish the brand image, and thus occupy a favorable position in the heart of consumers. The purpose of this study is to determine the target consumers of the Chinese motorboat league brand, to understand the needs of consumers, and to find out the differences between the Chinese motorboat league brand and other competition brands. In order to shape the brand image and personality, determine the core value of the brand, for further brand management services. In the study, the literature method and expert interview method are used to determine the factors that affect the brand positioning of Chinese motorboat league. The demand of all kinds of Chinese motorboat league brands is analyzed by questionnaire survey and mathematical statistics. Through the study, it is found that the impact of the Chinese motorboat league brand positioning includes: the Chinese motorboat league brand consumers, competitors, the Chinese motorboat league brand itself and the macro environment. Chinese motorboat league brand consumers include: event audience, event sponsors, the host government, as well as participating in the coverage of the event of the media; Its competitors are also divided into three levels according to the size of competitiveness. Finally, according to the steps of locating, selecting, raising, putting in place, and adjusting, combining with the brand consumers, competitors and brands of China motorboat league. Brand in the macro-environment analysis, the preliminary Chinese motorboat league brand positioning.
【学位授予单位】：首都体育学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G872.2

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