淄博足球文化品牌构建研究

发布时间：2018-05-28 00:26

本文选题：淄博 + 足球文化　；参考：《曲阜师范大学》2014年硕士论文

【摘要】：目前，国内许多城市正在积极依靠体育赛事和体育文化提高城市影响力。北京通过奥运会向世界人民展示了北京作为中国政治中心和历史古城的深厚底蕴和现代化发展的卓越成就。上海作为中国的经济中心，每年通过国际田联黄金联赛和ATP网球大师赛吸引着来自世界的目光。淄博作为世界足球起源地，在国际足坛具有较大影响力，同时淄博足球文化源远流长，内容丰富，底蕴深厚。淄博足球文化理应成为淄博走向世界的名片。但是随着中国经济的不断发展，大量国外体育文化进入中国市场，在激烈的竞争中，淄博足球文化竞争力明显不足。构建淄博足球文化品牌对淄博足球文化的保存和发展、提高城市知名度有重要的意义。本文主要以淄博足球文化为研究对象，运用文献资料法、访谈法、SWOT分析法对淄博足球文化、品牌构建相关资料进行整理分析，运用SWOT模型对淄博足球文化品牌构建的优势、劣势、机遇和挑战进行分析。得出以下结论： 1、淄博作为世界足球起源地，足球文化经历了两千多年的发展，成为了拥有丰富内涵和深厚底蕴的体育文化。目前，淄博足球文化的发展遇到多方面的挑战和困难，所以建设淄博足球文化品牌是淄博足球文化可持续发展的必经之路。 2、淄博足球文化品牌构建的优势主要包括“足球起源地”的深远影响、优越的发展环境、各级政府的大力支持、良好的经济基础和深厚的文化底蕴、大型赛事的成功举办和良好的群众基础。劣势主要有缺少品牌意识，，竞争力弱，难以持续发展；缺少长期关注；目标不明确，落实不到位；缺乏科学规范化管理；缺少品牌构建人才和缺少文化识别。机遇主要是有利于淄博足球文化的未来发展，提高淄博城市影响力，建设足球城市名片，带动淄博经济发展。面临的挑战主要包括外来文化的挑战和足球目前在国内的不景气。以品牌定位、品牌识别、品牌目标、品牌推广、品牌维系为理论基础提出淄博足球文化品牌构建的设想。 3、淄博足球文化品牌构建要以高起点、高定位、高品位为指导思想，将淄博建设成为世界知名的足球城市，淄博足球文化是科学的民主的大众的体育文化。设计淄博足球文化品牌的口号和品牌标志，通过建立地标建筑、承办和创办大型赛事、体验营销、品牌代言、媒体推广等手段对淄博足球文化品牌进行推广。淄博足球文化与齐文化的相结合进行品牌创新，做好品牌危机预防工作。 4、淄博足球品牌的构建首先要统一思想，树立品牌意识；其次要建立专门的品牌构建机构；第三是吸收、培养专门的品牌构建人才；第四是建立科学高效的品牌管理监督制度；第五是提供有力的资金支持。
[Abstract]:At present, many cities in China are actively relying on sports events and sports culture to improve their influence. Through the Olympic Games, Beijing has demonstrated to the people of the world its profound background as a political center and historic city of China and its remarkable achievements in modernization development. Shanghai, as the economic center of China, attracts the attention of the world through IAAF Golden League and ATP Tennis Masters. Zibo, as the origin of world football, has great influence in the international football world. At the same time, Zibo football culture has a long history, rich content and deep inside information. Zibo football culture should be Zibo to the world's business card. However, with the continuous development of Chinese economy, a large number of foreign sports culture into the Chinese market, in the fierce competition, Zibo football culture competitiveness is obviously insufficient. The construction of Zibo football culture brand is of great significance to the preservation and development of Zibo football culture and the improvement of city popularity. This article mainly takes the Zibo soccer culture as the research object, uses the literature material method, the interview method SWOT analysis method to Zibo soccer culture, the brand construction correlation data carries on the arrangement analysis, uses the SWOT model to Zibo soccer culture brand construction superiority, Analyze weaknesses, opportunities and challenges. Draw the following conclusions: 1, Zibo as the origin of world football, football culture has experienced more than two thousand years of development, has become a rich connotation and deep inside information of sports culture. At present, the development of Zibo football culture meets many challenges and difficulties, so the construction of Zibo football culture brand is the only way to the sustainable development of Zibo football culture. 2. The advantages of the construction of Zibo football culture brand mainly include the profound influence of "football origin place", the superior development environment, the strong support of the government at all levels, the good economic foundation and the deep cultural background. Successful hosting of major events and a good mass base. Weaknesses are lack of brand awareness, weak competitiveness, difficult to sustain development; lack of long-term concern; objectives are not clear, implementation is not in place; lack of scientific and standardized management; lack of brand building talent and lack of cultural identification. The opportunity is mainly conducive to the future development of Zibo football culture, to improve the influence of Zibo city, to build the name card of the football city, and to promote the economic development of Zibo. The challenges include the challenge of foreign culture and the current domestic recession of football. Based on the theory of brand positioning, brand identification, brand goal, brand promotion and brand maintenance, this paper puts forward the idea of constructing Zibo football culture brand. 3, Zibo football culture brand construction should take the high starting point, the high orientation, the high grade as the guiding ideology, will Zibo become the world famous soccer city, the Zibo soccer culture is the scientific democratic populace sports culture. The slogan and brand logo of Zibo football culture brand are designed and promoted through the establishment of landmarks, undertaking and establishment of large-scale events, experience marketing, brand endorsement, media promotion and other means to promote Zibo football culture brand. The combination of Zibo football culture and Qi culture carries on brand innovation to prevent brand crisis. 4, the construction of Zibo football brand should unify the thought, establish brand consciousness, establish special brand building organization, absorb and train special brand construction talents, establish scientific and efficient brand management and supervision system. The fifth is to provide strong financial support.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G843

【参考文献】