全运会品牌构建及其网络化运作研究
发布时间：2018-08-08 17:46
【摘要】： 全运会品牌是全运会赛事本身及所有相关产品的外在表现和价值体现以及留给消费者印象的总和,并且可利用这种印象获得新的价值。目前,全运会主要资金支持靠国家和地方财政投入,远远不能够通过自身运作解决经费问题,其中一个重要原因是全运会品牌还没有完全建立,无法获得品牌层面的市场价值。所以,全运会品牌构建是解决市场化运作的必经之路。 全运会品牌构建是一个复杂漫长的过程,它需要在提高并维护赛事综合质量的基础上,对全运会品牌构建的条件、价值、特征、定位、传播等一系列问题进行研究和实践。文章采用理论与实践相结合的方式,对全运会品牌构建初期的相关问题进行了分析。全运会品牌的构建需要国家大环境的支持,目前国家政治稳定,经济增长有序,体育事业、媒体事业繁荣,为全运会品牌构建提供环境基础和保障。全运会是社会文化现象,全运会品牌不仅对全运会赛事本身和举办地具有一定的经济价值,而且具有一定的文化价值,全运会品牌是国家的、民族的、文化的,这种特质对全运会品牌定位具有指导意义。品牌要有视觉识别系统,通过对十一运以及往届全运会的视觉识别系统的分析来看,基本上反应了全运会品牌的特征。计算机技术的不断进步使品牌的网络化运作成为品牌在互联网领域内扩展和延伸的重要途径,全运会品牌要充分借助互联网媒体,利用日趋丰富的网络工具和手段,结合自身品牌特点,使全运会品牌在网上延伸和拓展。通过对以上问题的研究,对增强全运会自我造血能力,对全运会在市场经济条件下的可持续发展有着重要的意义。希望可以为全运会主办方提供参考。 本文内容共分为四部分,第一部分介绍了品牌、品牌网络化的研究背景和本文的研究对象与方法;第二部分为全运会品牌构建,从全运会品牌的概念入手,对全运会品牌构建的环境基础、价值体现、个性塑造、自我定位以及VI设计进行研究:第三部分为全运会品牌网络化运作,介绍了网络化的工具和手段并给出了全运会品牌网络化平台的设计方案;第四部分给出研究结论,指出了本文在全运会品牌研究中的不足之处,并对全运会品牌今后的发展给予展望。
[Abstract]:The brand of the National Games is the sum of the external performance and value of the event itself and all related products and the impression left to consumers, and this impression can be used to obtain new value. At present, the main fund support of the National Games depends on the national and local financial input, and it is far from being able to solve the problem of funds through its own operation. One of the important reasons is that the brand of the National Games has not been fully established and the market value of the brand level can not be obtained. Therefore, the construction of the National Games brand is the only way to solve the market operation. The construction of National Games brand is a complicated and long process. It needs to study and practice a series of problems such as conditions, value, characteristics, positioning, communication and so on, on the basis of improving and maintaining the comprehensive quality of sports events. By combining theory with practice, this paper analyzes the related problems in the early stage of the brand construction of the National Games. The construction of the National Games brand needs the support of the national environment. At present, the national political stability, the economic growth order, the sports enterprise, the media enterprise prosperity, provides the environment foundation and the safeguard for the National Games brand construction. The National Games is a social and cultural phenomenon. The brand of the National Games not only has a certain economic value to the Games itself and the place where it is held, but also has a certain cultural value. The brand of the National Games is national, national and cultural. This characteristic has guiding significance to the brand positioning of the National Games. The brand should have visual recognition system. Through the analysis of the visual recognition system of the 11th Games and the past National Games, it basically reflects the characteristics of the brand of the National Games. With the development of computer technology, the network operation of the brand becomes an important way to expand and extend the brand in the field of Internet. The brand of the National Games should make full use of the Internet media and make use of the increasingly abundant network tools and means. Combined with its own brand characteristics, the National Games brand in the online extension and expansion. Through the study of the above problems, it is of great significance to strengthen the self-hematopoiesis ability of the National Games and the sustainable development of the National Games under the condition of market economy. Hope to provide reference for the organizers of the National Games. The content of this paper is divided into four parts. The first part introduces the brand, the research background of the brand network and the research object and method of this paper. The second part is the brand construction of the National Games, starting with the concept of the brand of the National Games. The environmental basis, value embodiment, personality shaping, self-positioning and VI design of the brand construction of the National Games are studied. The third part is the network operation of the brand in the National Games. This paper introduces the tools and means of the network and gives the design scheme of the network platform for the brand of the National Games. The fourth part gives the conclusion of the research and points out the deficiency of this paper in the research of the brand of the National Games. And the future development of the National Games brand to give prospects.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G812.20
本文编号：2172543
[Abstract]:The brand of the National Games is the sum of the external performance and value of the event itself and all related products and the impression left to consumers, and this impression can be used to obtain new value. At present, the main fund support of the National Games depends on the national and local financial input, and it is far from being able to solve the problem of funds through its own operation. One of the important reasons is that the brand of the National Games has not been fully established and the market value of the brand level can not be obtained. Therefore, the construction of the National Games brand is the only way to solve the market operation. The construction of National Games brand is a complicated and long process. It needs to study and practice a series of problems such as conditions, value, characteristics, positioning, communication and so on, on the basis of improving and maintaining the comprehensive quality of sports events. By combining theory with practice, this paper analyzes the related problems in the early stage of the brand construction of the National Games. The construction of the National Games brand needs the support of the national environment. At present, the national political stability, the economic growth order, the sports enterprise, the media enterprise prosperity, provides the environment foundation and the safeguard for the National Games brand construction. The National Games is a social and cultural phenomenon. The brand of the National Games not only has a certain economic value to the Games itself and the place where it is held, but also has a certain cultural value. The brand of the National Games is national, national and cultural. This characteristic has guiding significance to the brand positioning of the National Games. The brand should have visual recognition system. Through the analysis of the visual recognition system of the 11th Games and the past National Games, it basically reflects the characteristics of the brand of the National Games. With the development of computer technology, the network operation of the brand becomes an important way to expand and extend the brand in the field of Internet. The brand of the National Games should make full use of the Internet media and make use of the increasingly abundant network tools and means. Combined with its own brand characteristics, the National Games brand in the online extension and expansion. Through the study of the above problems, it is of great significance to strengthen the self-hematopoiesis ability of the National Games and the sustainable development of the National Games under the condition of market economy. Hope to provide reference for the organizers of the National Games. The content of this paper is divided into four parts. The first part introduces the brand, the research background of the brand network and the research object and method of this paper. The second part is the brand construction of the National Games, starting with the concept of the brand of the National Games. The environmental basis, value embodiment, personality shaping, self-positioning and VI design of the brand construction of the National Games are studied. The third part is the network operation of the brand in the National Games. This paper introduces the tools and means of the network and gives the design scheme of the network platform for the brand of the National Games. The fourth part gives the conclusion of the research and points out the deficiency of this paper in the research of the brand of the National Games. And the future development of the National Games brand to give prospects.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G812.20
【引证文献】
相关期刊论文 前1条
1 施俊华;王海燕;;体育运动赛事与赞助品牌的一致性关系研究——以我国体育赛事为例[J];成都体育学院学报;2011年10期
相关硕士学位论文 前2条
1 李城;北京国际马拉松的品牌战略研究[D];北京体育大学;2011年
2 付璐璐;全国男子职业篮球联赛（NBL）品牌价值提升策略研究[D];北京体育大学;2013年
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