临沂市体育赛事的品牌培育研究

发布时间：2018-06-20 10:06

本文选题：体育赛事 + 品牌　；参考：《山东体育学院》2017年硕士论文

【摘要】：体育产业作为当今社会最富有活力和潜能的朝阳产业之一,有着其他产业难以比拟的优势,而作为体育产业核心的体育赛事,不再只局限于单纯的体育竞技,一项成功的体育赛事所具有的强大社会影响力,不仅可以提高大众参与体育锻炼的意识,使人们的心理需求得以满足,还可以对体育相关产业的发展起到强有力的推动,为本地区各个行业的发展带来新的契机。近年来,临沂市的体育产业发展迅速,而多种大型赛事相继举办,为临沂市体育赛事的发展带来了机遇。介于目前,临沂市现有体育赛事的影响力尚不足,本土原创赛事在发展的过程中还存在诸多问题,临沂市要想打造极具影响力与号召力的赛事品牌,就必须要紧紧抓住体育赛事活动的特点,充分利用本地山水资源优势,积极合理地引进与培育国际知名赛事。本文旨在通过探寻临沂市体育赛事发展过程中的实际情况,对临沂市赛事的品牌培育进行研究,并采用SWOT分析法,分析临沂市近年举办的体育赛事在品牌培育过程中的优势、劣势、机遇以及挑战,找寻弥补自身赛事的品牌塑造和相关研究中的不足,希望可以满足临沂市今后体育赛事的品牌长期发展的需求。本文具体采用了文献资料法、专家访谈、逻辑分析、SWOT分析等几种研究方法,主要通过以下几个部分对临沂市体育赛事在发展中的品牌培育问题进行探讨与分析:一、以体育赛事和品牌学的相关理论为理论依据,对文中所需概念和理论进行梳理,介绍临沂体育赛事发展的总体概况、市场开发模式以及资源开发等情况。二、通过采用SWOT分析对临沂市体育赛事发展状况进行剖析,提出临沂市体育赛事的品牌培育过程中所遇到的各种问题,并在提出今后临沂市体育赛事品牌培育策略。三、本文发现临沂市体育赛事的发展过程中有体育管理的相关人才匮乏,科研力量不足以支撑产业资源整合与配置,赛事的宣传与资源开发的力度不够等一些问题。临沂市今后要想实现体育赛事的品牌培育与构建,必须尽快完善体育赛事的管理与运营机制,加强与当前主流媒体的协作配合,要逐步开始创建新型的赛事营销与宣传平台等。
[Abstract]:As one of the most energetic and potential sunrise industries in today's society, sports industry has an unparalleled advantage in other industries, and sports events, as the core of the sports industry, are no longer confined to simple sports. A successful sports event has powerful social influence, which can not only improve the public participation in sports forging. The consciousness of smelting, which makes people's psychological needs met, can also promote the development of sports related industries and bring new opportunities for the development of various industries in the region. In recent years, the sports industry in Linyi has developed rapidly, and many large-scale events have been held in succession, which brought opportunities for the development of sports events in Linyi. At present, the influence of the existing sports events in Linyi is still inadequate, and there are still many problems in the development of local original events. If Linyi wants to create a brand with great influence and appeal, it is necessary to seize the characteristics of sports events and fully utilize the advantages of local landscape resources and introduce and introduce them actively and rationally. This article aims to explore the actual situation in the development of sports events in Linyi and to study the brand cultivation of Linyi sports events, and to analyze the advantages, disadvantages, opportunities and challenges of the sports events held in Linyi in recent years by using the SWOT analysis method to find out to make up for their own events. The deficiencies in brand building and related research are expected to meet the needs of the long-term development of Linyi's future sports brands. This paper adopts several research methods such as literature method, expert interview, logical analysis, SWOT analysis and other research methods, mainly through the following parts of the development of Linyi sports events in the development of the brand problem. On the basis of the related theories of sports events and branding, the concepts and theories needed in the article are combed, and the general situation of the development of Linyi sports events, the model of market development and the development of resources are introduced. Two, the development of sports events in Linyi is analyzed by using SWOT analysis, and the development of sports events in Linyi is analyzed. The problems encountered in the brand cultivation of sports events in Linyi city and the strategy of cultivating sports brand in Linyi in the future are put forward. Three, this paper finds that there are lack of related talents in sports management in the development process of Linyi sports events, and the research force is not enough to support the integration and allocation of industrial resources and the publicity and capital of the events. In order to realize the brand cultivation and construction of sports events in the future, Linyi must improve the management and operation mechanism of sports events as soon as possible, strengthen the cooperation with the current mainstream media, and gradually begin to create a new competition marketing and publicity platform.
【学位授予单位】：山东体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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