苏州太湖国际马拉松赛事品牌构建研究

发布时间：2018-03-23 09:11

本文选题：苏州　切入点：马拉松　出处：《南京体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：自2014年国务院颁布46号文以来,体育赛事迅速发展,其中以马拉松赛事最为突出。2016年仅在中国田协注册的马拉松赛事就达328场,较2015年赛事总量增加了1.5倍以上。赛事数量的迅速增加带来的是同质化竞争激烈的马拉松市场现状,并且众多新生的马拉松赛事并未意识到需对自身品牌进行构建,还只是停留在举办赛事活动的层面,而一些较成熟的马拉松赛事品牌在构建、推广和维护过程中也还存在一定问题。本文通过文献资料法了解到目前对马拉松赛事品牌构建的研究普遍还停留在对构建要素的罗列和对构建途径的描述,并没有对品牌构建的内在逻辑进行阐述。其次通过专家访谈法、问卷调查法和数理统计法对苏州太湖国际马拉松赛事品牌构建的内容和途径进行研究,对苏州太湖国际马拉松的品牌定位、品牌识别、品牌传播和品牌管理维护这四个方面对其赛事品牌进行构建,同时对马拉松赛事品牌定位相关问题进行分析,并提出相应的对策。本文通过对苏州太湖国际马拉松的品牌构建进行梳理,对马拉松品牌构建的相关理论进行补充,也能对马拉松赛事的实践提供一些借鉴。
[Abstract]:Since 2014 the State Council issued document No. 46, the rapid development of sports events, the marathon is the most prominent.2016 only in the Chinese athletics marathon registration reached 328, compared with 2015 tournament total increase of more than 1.5 times. The number of events increased rapidly is brought about by the marathon market situation of fierce competition in the homogenization, and many new marathons are not aware of the need for their own brand building, but also just stay in the event activity level, and some mature marathon brand in the construction, some problems still exist in the process of promotion and maintenance. Through literature to understand the current research on construction of Ma marathon brand is still on the list of common construction elements and construction of the way of description, and not on the internal logic of brand building in this paper. Then through expert interview Method, questionnaire survey method and mathematical statistics method to research the content and way of constructing the Suzhou Taihu International Marathon brand, brand positioning, the Suzhou Taihu International Marathon brand recognition, brand communication and brand management and maintenance of the four aspects of the game brand building, and the problems related to the marathon brand positioning carries on the analysis, and put forward the corresponding countermeasures. This paper reviews the construction of the Suzhou Taihu International Marathon brand, to complement the theory of constructing the marathon brand, also can provide some reference to the practice of the marathon.

【学位授予单位】：南京体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G822.8

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