“嘉庚杯”“敬贤杯”海峡两岸龙舟赛的品牌建设研究

发布时间：2018-04-12 07:43

本文选题：海峡两岸龙舟赛 + 体育赛事　；参考：《北京体育大学》2017年硕士论文

【摘要】：近些年来,越来越多的体育赛事在国内蓬勃发展开来,各项体育运动及其赛事成为人们生活中必不可少的一个“调味剂”。而国内的民族民间体育赛事也在这段时间里大放异彩!全国性的民族民间体育赛事如舞龙舞狮锦标赛,毽球锦标赛,甚至最大型的民族民间体育赛事——全国少数民族体育运动会,在这些年中都在如火如荼的开展,而作为经典的民族民间赛事,与端午节有着密切联系的龙舟赛事,也发展得越来越好!随着市场化的竞争与体育产业的茁壮发展,我国目前每年举办的龙舟赛事众多,而这其中只有少数的赛事能够脱颖而出,只有全面实施赛事的品牌建设与完善其赛事配套活动才能获得人们的关注,也才能让人们参与其中。本文主要对“嘉庚杯”“敬贤杯”海峡两岸龙舟赛这项赛事的品牌建设进行研究,通过查阅这项赛事的各项资料,对其进行分析和研究,从而得出此赛事品牌建设的过人之处与不足的地方。通过文献的整理与分析,对此龙舟赛事进行了一系列的总结和梳理:包括此龙舟赛事的历史渊源、目前的发展状况与十年来历届赛事的特点与情况。然后根据此赛事的特点与发展历程,对其进行品牌建设的研究,主要从赛事品牌的识别、品牌的定位、核心竞争力与媒体传播四个方面来进行研究。通过所研究的结果能得出以下结论:“嘉庚杯”“敬贤杯”海峡两岸龙舟赛的品牌识别主要通过赛事名称、特点和主题等方面来提高此赛事品牌的认知度;其品牌定位则是以公益性和节庆化为主,且在两岸交流上,此赛事成为了一座文化沟通的桥梁;核心竞争力对于一项体育赛事来说是最重要的,而此项赛事拥有得天独厚的自然、人文环境和区位优势,再加上国家和政府的关注和支持,令此项赛事更具竞争力;当然,一项品牌赛事的成功还离不开媒体的传播,品牌传播对赛事的品牌建设也是相当重要的一环,这能提高赛事品牌传播的价值,培养更多对此项赛事忠实的粉丝。
[Abstract]:In recent years, more and more sports events in the development of open, sports and competitions have become essential to people's lives in a "flavor". While the domestic folk sports events also shine in this time! The national folk sports events such as the dragon and Lion Dance Championships, Shuttlecock Championship, even the largest of the folk sports of national minority sports, in these years are developing like a raging fire, and as the classic folk events are closely linked to the Dragon Boat Festival and dragon boat races, will develop better and better! With the competition of sports industry and the healthy development of the market, I at present the annual Dragon Boat races are numerous, which only a few events to the full implementation of the event only talent shows itself, brand building and improve its competition with Set of activities to get the attention of people, but also to let the people involved. This paper focuses on the tankahkeei cup King Yin cup cross strait dragon boat race this event brand building research, through the literature of the tournament, carries on the analysis and research, from that place to the competition of brand building excels and insufficient. Through the collation and analysis of literature, this dragon boat races conducted a series of summing up history: including the dragon boat races, the current development status and ten years previous events characteristics and conditions. Then according to the characteristics and development course of this event, the research of brand construction in the main event, from the recognition of the brand, brand positioning, core competitiveness and the media to study four aspects. On the basis of the research results can draw the following conclusions: tankahkeei cup King Brand recognition Xian cup cross strait dragon boat race mainly through the event name, characters and theme and so on to improve the awareness of the brand competition; its brand positioning is based on the public welfare and festivals, and in the cross-strait exchanges, this event has become a cultural bridge; core competitiveness is the most important for a sports event, and the event has a natural and humanistic environment and richly endowed by nature, geographical advantages, coupled with the country and the government's concern and support, make the competition more competitive; of course, a transmission power also cannot do without the media into brand competition, a ring of events brand building, brand communication is very important, it can improve the competition of brand communication value, cultivate more loyal fans of the tournament.

【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G852.9

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