扬州鉴真国际半程马拉松品牌赛事建设现状与发展对策的研究

发布时间：2018-01-06 20:35

本文关键词：扬州鉴真国际半程马拉松品牌赛事建设现状与发展对策的研究　出处：《苏州大学》2015年硕士论文　论文类型：学位论文

【摘要】：采用文献资料、访谈、问卷调查、实地考察、数理统计、逻辑分析等研究方法,对扬州鉴真国际半程马拉松品牌赛事建设现状进行全面的分析与研究。旨在通过多角度审视扬马品牌赛事建设现状,归纳其优势与不足,并提出发展对策,为我国更多地级市创建体育品牌赛事提供有益的参考与借鉴。研究结果显示:(1)扬州鉴真国际半程马拉松赛自2006年首次举办,至今已走过10年的历程。通过10年的建设与发展,扬马的比赛性质、比赛项目、参赛人数等都发生了明显的变化,已连续三年荣获国际田联金标赛事、全国马拉松金标赛事荣誉称号,并两度获得全国体育旅游精品项目、全国体育旅游十佳赛事等,在国内外具有一定影响力。这是扬马10年来积极主动进行品牌建设的结果。(2)扬马品牌赛事建设正在进行时,赛事品牌定位强调以鉴真地标性历史人物为核心元素,以鉴真精神为赛事灵魂,隐含“精神引领、文化立赛、凸显历史、融入城市”的办赛宗旨,突出“名城、名人、名赛”发展战略。采取了设置多种项目适应需求、采用科技产品提供服务、创办主题活动扩大影响等建设举措。赛事品牌标识建设体现在赛事的名称、会徽、主题口号和吉祥物等方面,赛事主题歌、宣传画、海报等建设滞后。比赛路线设计得到了普遍认可,赛事规模不断扩大,冠军成绩稳步提高,赛事竞争力得到提升,但赛事策划与组织水平仍有不足,各项服务与技术设备支持需进一步改善,赛事奖励力度相对较低。(3)扬马赛事品牌传播主要有电视实况转播、赛事主题传播、赛事营销与推广以及品牌标识传播等。通过采用比赛航拍直播、开通官方网站、网络媒体、电视转播、新闻发布会和户外移动媒体等传播手段,提高了市民对扬马赛事的关注程度。(4)扬马品牌赛事建设所产生的积极影响和作用主要有:弘扬城市文化,彰显城市魅力;推动城市体育产业发展;发展城市经济,提升城市形象;提高城市短时间调配相应资源的能力;增加学校体育教育和素质教育的素材等。(5)扬马品牌赛事建设仍存在着赛事专门人才储备不足,部分人员素质有待提高;市场运作链尚未形成,缺乏“航母”企业支持;赛事整体运作水平有待提高,配套活动与各项服务需要完善;赛事个性特征欠缺,文化创新支持不足;品牌建设规划实施缓慢,赛事竞争力和影响力难以提升等主要问题。(6)扬马品牌赛事建设的发展对策是:加强赛事人才队伍建设,增强品牌赛事建设创造力;强化赛事市场开发力度,扩大赛事资金来源的社会化;结合赛事举办多种活动,扩大赛事影响与市民参与度;依据扬马赛事特点和品牌建设实际需要,制定合理的赛事营销方案;把握目标定位和确定发展重点,持续优化品牌赛事建设环境;以鉴真文化为核心竞争力打造品牌赛事,凸显赛事个性特征;注重赛事与休闲、消费和文化活动等并行,充分放大赛事综合效益;结合城市风俗民情和历史文化底蕴,形成赛事本土化特色。
[Abstract]:By using the methods of literature, interviews, questionnaire survey, field investigation, mathematical statistics, logic analysis and other research methods, to conduct a comprehensive analysis and Research on the Yangzhou Jian Zhen international marathon competition brand construction status. Through multi angle Yanmar brand competition construction situation, summed up its advantages and disadvantages, and puts forward some development countermeasures, and to provide reference useful for our city to create more sports brand events. Research results show that: (1) Yangzhou Jian Zhen International Half Marathon held for the first time since 2006, has gone through 10 years of history. Through 10 years of construction and development, the competition nature, Yanmar events, the number of participants has changed significant changes have been for three consecutive years won the IAAF gold label race, national marathon gold standard tournament title of honor, and twice won the national sports tourism projects, the top ten sports tourism in China So, have a certain influence at home and abroad. This is Yanmar 10 years active brand building results. (2) the ongoing construction of Yanmar brand events, event brand positioning emphasis on Jian Zhen landmark historical figures as the core element, in the spirit of Jian Zhen event "spirit, soul, implicit cultural match highlight the history, into the city" event purpose, highlight the "city celebrity match" development strategy. To set up a variety of projects to meet the demand of the products, technology services, its theme activities expand the influence of construction measures. The brand identity building reflects the events in the event name, emblem, slogan and mascots. Events, theme song, posters, posters and other construction lag. The race route design has been generally recognized, tournament champion continues to expand the scale, increase steadily, more competitive events, but events Planning and organization level is still insufficient, the service and technology support equipment needs to be further improved, competition intensity of incentives is relatively low. (3) Yanmar brand competition mainly through live television, theme communication, event marketing and promotion, brand identity communication and so on. Through the use of aerial game live, launched the official website of the network the media, television, press conference and outdoor mobile media and other means of communication, improve the public attention to Yanmar events. (4) the positive influence and effect of Yanmar brand events caused by the construction are: promote the city culture, highlighting the charm of the city; city to promote the development of sports industry; the development of city economy, improve the image of the city; to improve the city short time ability to allocate appropriate resources; increase of school physical education and quality education material. (5) the construction of Yanmar brand events still exist in event of specialized personnel Insufficient reserves, part of the staff quality should be improved; the operation of the market chain has not yet formed, the lack of "carrier" enterprise support; the overall operation level of competition needs to be improved, and the need to improve the service supporting activities; event personality lack, lack of support of cultural innovation; brand building planning implementation is slow, difficult to enhance the competitiveness and influence of events and other major issues. (6) the development countermeasures of Yanmar brand competition is competition construction: strengthening the construction of talent team, enhance brand competition construction of creativity; strengthen efforts to develop competition market, expanding the sources of funding of social events; with events held various activities, expand the impact of competition and public participation; on the basis of Yanmar event characteristics and brand construction of the actual needs, formulate event marketing scheme is reasonable; grasp the target and determine the focus of development, continue to optimize the construction environment to brand competition; Jian Zhen culture as the core The core competitiveness is to create brand events, highlight the individual characteristics of the competition, pay attention to the parallel competition and leisure, consumption and cultural activities, fully amplify the comprehensive benefits of the games, combine the urban customs, people's feelings and historical and cultural details, and form the localization characteristics of the matches.

【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G822.8

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