湖南省拳战江湖自由搏击商业赛事品牌建设与媒介营销的研究

发布时间：2018-03-15 23:01

本文选题：自由搏击赛事　切入点：品牌建设　出处：《湖南科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：进入新世纪以来,随着物质文明和精神文明水平的不断提高,人们对生活质量的追求逐渐增加,特别是近几年来,人们更加注重生活质量,越来越多的人把注意力转向体育或体育活动。自由搏击运动集热血、武术为一体,能有效的满足人们心中情绪的宣泄和实现心中的武侠梦。依拖于国家为有效发展体育产业而提出的相关政策,体育产业开始呈现出勃勃的生机,自由搏击赛事就是在这种大环境中逐渐兴起,并蓬勃发展的体育产业之一。本研究以湖南省拳战江湖自由搏击商业赛事的品牌建设与媒介营销作为研究对象,通过文献资料法,案例分析法、访谈法等方法对拳战江湖赛事的品牌建设和媒介营销实例进行分析和研究。研究认为品牌建设是一个品牌的野心,什么样子的品牌定位决定了品牌建设,品牌建设决定了该品牌的发展前景。研究通过重点分析品牌建设,从品牌设计、品牌个性、品牌价值、品牌传播上来分析湖南省拳战江湖赛事的品牌建设现状。同时从电视和网络媒介着手分析了拳战江湖的的媒介营销状况,并总结出体育赛事品牌建设和媒介营销的方法和对策。研究主要结果如下:1.湖南省自由搏击赛事品牌建设总体呈现出一种上升趋势,现阶段正处于品牌建设的摸索期,将赛事品牌同湖南传统武术结合起来,打造出一支具有湖南三湘文化特色的自由搏击品牌是现阶段我省自由搏击赛事品牌建设的必经之路。2.从品牌建设理论上发现,湖南省自由搏击赛事品牌建设要塑造品牌设计,从赛事本身的产品上体现出品牌的个性,通过和消费者互动来构建赛事产品形象,体现品牌价值,最后通过营销来实现赛事产品的实际价值。3.湖南省自由搏击赛事的媒介营销主要由电视媒体营销和网络媒体营销两个部分组成,其中电视营销是现阶段湖南省自由搏击赛事的最主要传播途径,而转播的质量又和赛事的硬件设施和转播效果息息相关。网络媒体以其特有的没有时间和地理位置的局限和传播敏捷性成为有效扩大品牌影响力的有力途径。4.通过媒介营销中电视转播营销个案分析中可以看出,赛事转播效果主要有画面语言解说语言决定,其中画面语言的质量又同赛事的摄影机数量、慢镜头回放、切换频率以及景别有重要的关联。在植入式广告方面,主要有冠名式植入、提醒式植入和背景式植入三种方式保障赞助商的权益。
[Abstract]:Since entering the new century, with the development of material civilization and spiritual civilization level continues to improve, the pursuit of quality of life gradually increased, especially in recent years, people pay more attention to the quality of life, more and more people turn their attention to sports or sports activities. Sports Wushu Free Combat in blood, as a whole, and can achieve effective meet the hearts of the people in the hearts of the emotional catharsis of martial arts dream. In accordance with the relevant policies in the country and put forward effective drag on the development of the sports industry, sports industry began to show vitality, kickboxing event is gradually on the rise in this kind of environment, one of the sports industry and the development. This study takes Hunan Province Boxing war kickboxing tournament arena commercial brand construction and media marketing as the research object, through literature analysis, case analysis, interviews and other methods of boxing battle Arena Tournament brand building Analysis and Research on the design and media marketing example. The research results indicate that the brand building is a brand of ambition, what determines the brand positioning brand building, brand building determines the development prospect of the brand. Through the research on the key analysis from the brand building, brand design, brand personality, brand value, brand building status analysis in Hunan Province Boxing battle arena tournament. At the same time, brand communication to analysis the boxing battle arena media marketing situation from TV and Internet media, and summarizes the methods and Countermeasures of sports brand construction and media marketing. The main research results are as follows: 1. brand kickboxing tournament in Hunan province shows a rising trend. We are in the brand building of the trial period, combined with Hunan traditional Wushu competition brand, create a unique culture of the Hunan Sanxiang kickboxing products Card is present in our province kickboxing events brand building from the brand construction theory.2. found the only way which must be passed, Hunan province kickboxing events to shape the brand building brand design reflects the brand personality from the event itself through the product, and consumer interaction to construct the event product image reflects the brand value, finally through marketing matches the actual value of.3. products in Hunan province kickboxing tournament media marketing mainly consists of two parts of TV media marketing and marketing network media, including television marketing is the main communication in Hunan province at present free combat events and ways, broadcast quality and hardware facilities and broadcast events is closely related to the effect of network media..4. has become a powerful way to effectively expand the brand influence through the media with its unique geographical location and no time limitation and communication agility The analysis of marketing in TV marketing case can be seen in the main event broadcast effect picture language to explain language decision, which the quality of the picture language and match camera number, replays, an important link in the scene. The switching frequency and the product placement, the main title type of implant, implant and background reminder implantation of three ways to guarantee the rights and interests of the sponsors.

【学位授予单位】：湖南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G852.4

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