梅州打造足球城市品牌的研究

发布时间：2019-05-12 16:59

【摘要】：借助梅州打造足球城市品牌的契机,总结足球城市品牌发展过程中的理论系统。结合梅州实际,对足球城市品牌的内外部环境、现状和实施路径进行分析研究,得出相应结论。以期为梅州打造足球城市品牌提供一定程度的理论指导和新的思路。本文以梅州足球城市品牌为研究对象,结合文献资料法、访谈法、SWOT分析法、实地考察法、问卷调查法,主要从三个方面进行分析研究:一是阐述城市品牌与体育城市理论背景,梅州打造足球城市品牌的理论基础。二是根据理念、管理、传播、印象四大系统理论框架,结合问卷及访谈的调研数据来分析梅州足球现状,用sowt分析法剖析梅州足球品牌发展的环境;三是通过城市品牌定位系统明确梅州足球品牌定位过程,提出打造梅州足球品牌和足球产业的具体策略。最后得出的主要结论如下:(1)宏观政策利好和深厚的足球文化底蕴,为梅州打造足球城市品牌提供了良好的基础,与此同时人才结构、管理机制、运行机制等方面的缺失已成为主要制约因素。(2)足球城市品牌对于梅州足球文化可持续发展、提高城市影响力、带动经济发展方面都会起到很大的积极作用,同时也要面对资源竞争、和资本市场不稳定的挑战。(3)梅州打造足球城市品牌,要将城市硬实力(场地设施、人才资源、资金投入等)和软实力(文化理念、规划设计、组织建设等)有机融入,才能全面提升品牌的影响力。(4)将足球定位为梅州城市品牌是一种明智之举,通过合理的足球内外部资源整合,科学的产业布局、有效的品牌策略运用,梅州足球城市品牌的明天令人期待。
[Abstract]:With the help of Meizhou to build a football city brand opportunity, summed up the football city brand development process of the theoretical system. Combined with the reality of Meizhou, the internal and external environment, present situation and implementation path of football city brand are analyzed and studied, and the corresponding conclusions are drawn. In order to provide a certain degree of theoretical guidance and new ideas for Meizhou to build a football city brand. This article takes the Meizhou football city brand as the research object, unifies the literature material method, the interview method, the SWOT analysis method, the field investigation method, the questionnaire survey method, This paper mainly analyzes and studies from three aspects: first, it expounds the theoretical background of urban brand and sports city, and the theoretical basis of building football city brand in Meizhou. Second, according to the concept, management, communication, impression of the four systematic theoretical framework, combined with questionnaires and interviews to analyze the current situation of Meizhou football, using sowt analysis to analyze the development environment of Meizhou football brand; The third is to clarify the process of Meizhou football brand positioning through the urban brand positioning system, and put forward the specific strategies to build Meizhou football brand and football industry. Finally, the main conclusions are as follows: (1) the good macro policy and profound football culture provide a good foundation for Meizhou to build the brand of football city, at the same time, the talent structure and management mechanism, The lack of operation mechanism has become the main restrictive factor. (2) the football city brand will play a very positive role in the sustainable development of Meizhou football culture, the improvement of urban influence and the promotion of economic development. At the same time, we should also face the challenge of resource competition and the instability of capital market. (3) Meizhou should build a football city brand and make hard power (venue and facilities, talent resources, capital input, etc.) and soft power (cultural concept, planning and design) and soft power (cultural concept, planning and design). Organizational construction, etc.) in order to enhance the influence of the brand in an all-round way. (4) it is a wise move to position football as a Meizhou city brand, through reasonable integration of internal and external resources of football, scientific industrial layout, Effective brand strategy application, Meizhou football city brand tomorrow is expected.
【学位授予单位】：广州体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G843

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