NFL“超级碗”的成功及其对我国体育赛事发展的启示

发布时间：2018-03-31 11:02

本文选题：“超级碗”　切入点：体育赛事　出处：《南京体育学院学报(社会科学版)》2017年03期

【摘要】：美国的"超级碗"作为美国一个联赛的决赛其成为了世界最有价值的赛事品牌,每一届"超级碗"都能吸引大量的观众、媒体、赞助商的关注和支持。文中分析认为植根民族的项目文化基础、泛娱乐化的体育展示体系、精当的体育赛事营销体系、合理的体育政治与社会化等是铸就"超级碗"成功的重要因素。"超级碗"的成功为我国体育赛事发展提供了以下启示:挖掘赛事群众基础与文化根基;强化赛事发展的品牌价值理念,塑造赛事发展的形象标识系统;提升体育赛事的社会关联粘性,强化赛事与社会问题、政治等的关联性,打造体育赛事的整合营销体系。
[Abstract]:The "Super Bowl" of the United States, as the final of a league in the United States, has become the world's most valuable competition brand. Every session of the "Super Bowl" can attract a large audience, the media, Sponsor's concern and support. This article analyzes the cultural foundation of the project rooted in the nation, the pan-entertainment sports display system, the fine sports event marketing system, Reasonable sports politics and socialization are important factors for the success of "Super Bowl". The success of "Super Bowl" provides the following enlightenment for the development of sports events in China: excavating the mass foundation and cultural foundation of sports events; Strengthen the brand value concept of the development of the event, mold the image marking system of the development of the competition, enhance the social connection viscosity of the sports event, strengthen the connection between the competition and the social problem, politics, etc., and build the integrated marketing system of the sports event.
【作者单位】：河南科技学院体育学院;
【分类号】：G849.2

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