中国国际体育用品博览会品牌战略研究

发布时间：2018-03-13 11:03

  本文选题：体育用品　切入点：博览会　出处：《北京体育大学》2009年博士论文　论文类型：学位论文

【摘要】：由国家体育总局、中国体育用品联合会、中国体育科学学会主办的中国国际体育用品博览会是世界上规模最大、最具影响力的体育用品展会之一。随着世界经济一体化进程加快,中国加入WTO过渡期结束,一些国际著名体育休闲类展会开始进入中国市场;同时,国内一些展览公司也纷纷办起了不同题材的体育类展会,使体博会面临前所未有的机遇和挑战。如何提高体博会自身的品牌影响力,使其成为国内外公认的不可错过的体育类品牌盛会,成为必须研究的课题。 本文通过文献资料、参与观察、访问调查、问卷调查、数理统计、逻辑分析和案例分析等方法,对体博会品牌战略进行研究,结论如下: 1.体博会属于狭义的展览会,即贸易展览会,是企业市场营销组合中最有效的一种方式。在市场经济条件下,面对竞争,贸易展览会必须实施品牌战略,明确定位、提高服务质量和水平,形成竞争优势,才能适应买方市场需求,扩大市场占有率。实施体博会品牌战略,需要通过展商、观众、媒体、活动、主办机构以及服务机构这六大要素的协调发展,提升体博会品牌无形资产和影响力,保证体博会的可持续发展。 2.体博会的品牌历程是伴随着中国经济、社会,尤其是体育事业和体育产业的迅速发展而逐渐走向成熟的。随着我国社会主义市场经济的发展以及体育事业和体育产业的快速发展,体博会品牌经历了初步形成阶段(1993年-2000年)和发展阶段(2001年-2008年),规模不断壮大,品质不断提高,品牌影响力日益扩大。但是,面对激烈的竞争以及复杂多变的国际形势,体博会迫切需要明确定位、完善品牌战略,真正进入品牌提升阶段(2009年-),实现可持续发展。 3.通过宏观环境分析、相关行业分析及内部环境分析得出体博会SWOT分析。政治、经济、文化、科技和人口及自然环境等宏观环境总体而言是有利于体博会发展的,但金融危机等经济发展的不确定因素将对体育用品行业和体博会产生直接影响。体育产业、体育用品业和展览产业的快速发展给体博会创造了良好的发展机遇,但面对国内外众多同类展会的激烈竞争,体博会迫切需要实施品牌战略,突出自己的品牌特性,在同类展会中脱颖而出,扩大体博会的品牌影响力。 4.根据体博会战略分析,制订了体博会品牌战略路线图:1)树立品牌观念→2)制订品牌定位→3)传播品牌信息→4)履行品牌承诺→5)提升品牌资产→6)加强品牌保护→7)完善品牌战略。
[Abstract]:The China International Sports goods Expo, sponsored by the State Sports Administration, the China Sports goods Federation and the Chinese Sports Science Association, is the largest in the world. One of the most influential sporting goods fairs. With the acceleration of the process of world economic integration and the end of the transitional period of China's entry into the WTO, some internationally renowned sports and leisure fairs have begun to enter the Chinese market; at the same time, Some domestic exhibition companies have also organized sports exhibitions of different themes, which makes the sports fair face unprecedented opportunities and challenges. How to improve the brand influence of the sports fair itself? Make it become the domestic and foreign recognized sports brand pageant, become the subject that must be studied. Based on the methods of literature, observation, interview, questionnaire, mathematical statistics, logic analysis and case analysis, this paper studies the brand strategy of the fair. The conclusions are as follows:. 1.The fair belongs to the narrow sense exhibition, namely the trade exhibition, is one of the most effective ways in the enterprise marketing mix. Under the market economy condition, the trade fair must carry out the brand strategy, the definite localization, in the face of the market economy condition, the trade fair must carry out the brand strategy, Only by improving the quality and level of service and forming a competitive advantage can we meet the needs of the buyer's market and expand the market share. To implement the brand strategy of the Expo, we need to adopt exhibitors, audience, media and activities. The coordinated development of the six elements of the host organization and the service organization will enhance the intangible assets and influence of the sports fair brand and ensure the sustainable development of the fair. 2.The brand history of the expo is accompanied by the Chinese economy and society. In particular, with the rapid development of sports undertakings and sports industries, and gradually moving towards maturity, with the development of the socialist market economy in China and the rapid development of sports undertakings and sports industries, The sports fair brand has experienced the initial formation stage (1993-2000) and the development stage (2001-2001), the scale is growing, the quality is improving, the brand influence is expanding day by day. However, in the face of the fierce competition and the complex and changeable international situation, It is urgent to define the position, perfect the brand strategy and enter the brand promotion stage (2009-2009) to realize sustainable development. 3. Through macro environment analysis, relevant industry analysis and internal environment analysis, it is concluded that SWOT analysis, political, economic, cultural, scientific and technological, and population and natural environment are favorable to the development of sports fair. However, the uncertain factors of economic development, such as the financial crisis, will have a direct impact on the sports goods industry and the sports fair. The rapid development of the sports industry, the sports goods industry and the exhibition industry has created a good development opportunity for the sports fair. However, in the face of fierce competition from many similar exhibitions at home and abroad, it is urgent to implement the brand strategy, highlight their own brand characteristics, stand out in the same kind of exhibitions, and expand the brand influence of the fair. 4.According to the strategic analysis of the sports expo, the road map of brand strategy of the sports expo is drawn up: 1) to establish the brand concept. 鈫，

本文编号：1606100