全国排球联赛品牌影响因素及营销策略

发布时间：2018-04-04 08:13

本文选题：全国排球联赛　切入点：品牌　出处：《河南大学》2008年硕士论文

【摘要】： 高水平竞技体育作为带动体育产业发展的龙头,必须着力提高项目的竞争力和吸引力,以引起更多观众的注意和兴趣,使其参与体育消费,进而带动体育产业的发展。在精神产品供过于求的时期,不同体育项目对群众的竞争更趋白热化,与产品短缺时代有所不同,消费者的注意力变成了稀缺资源,加之消费的个性化特点日渐突出,品牌运营将是高水平竞技项目职业化的首选战略。全国排球联赛已经举办了12届,经过这些年的发展经营,它已经成为中国排球协会影响最大、范围最广、时间最长、参加人数最多、水平最高的一项赛事。但同时,随着市场经济的发展,全国排球联赛面临的挑战也越来越多,一方面,人们的精神文化生活极大丰富,可供人们选择的娱乐活动和体育表演活动越来越多;另一方面,则是由于排球项目本身的特点,相对于足球、篮球等激烈对抗性项目而言,排球比赛的身体对抗性不强,对消费者的刺激性和吸引力不足。因此,全国排球联赛要想更好的进行,就要实施品牌营销策略,通过塑造联赛品牌与消费者之间建立起情感的纽带,激起消费者的亲近感、热爱感和信任感。对全国排球联赛品牌影响因素的分析及营销策略的研究就具有特别重要的意义。本文运用的研究方法有:文献资料法、问卷调查法、数理统计法、逻辑分析法。本文通过对2007-2008安踏全国排球联赛的消费者、组委会决策者进行调查,调查结果显示:全国排球联赛的知名度、消费者对联赛的喜爱程度不高,比赛精彩度不够,对联赛的总体印象也一般。影响全国排球联赛品牌的因素主要包括球队的成绩;比赛精彩度;合理的门票价格;服务质量;媒体宣传;球星队员;运动员文化素质、道德水平;运动员自身形象等。因此,全国排球联赛的营销策略应着重于:丰富比赛内容,提高比赛观赏性;提高比赛质量;树立以消费者需求为中心的品牌营销理念;制定合理的价格;加强广告宣传;加强对球星的包装和推广;提高运动员的文化素质和道德水平,注重自身形象;提高服务质量;加强发展与公共关系的合作;确立个性化名称和标志;不断创新;引进高水平的经营管理人才。建议:品牌是全国排球联赛重要的无形资产与核心竞争力,是我国排球联赛长期、稳定、健康发展的关键,联赛组委会应增强品牌意识,把品牌营销作为联赛发展的核心策略之一。全国排球联赛有关部门应及时对消费者进行市场调查,了解消费者需求,结合联赛的实际情况,满足消费者需求。品牌名称和标志设计的好,就很容易在消费者心目中留下深刻的印象,也容易打开市场销路,增强品牌的市场竞争能力,因此中国排球协会应设计一个醒目、独特、能充分代表全国排球联赛的名称和标志。联赛组委会和各赛区委员会应加强与当地的公共关系,与媒体合作,做好联赛宣传工作,推出联赛明星和主场球星,让更多人了解全国排球联赛的精彩程度,喜爱排球联赛,加强对联赛的总体印象,以提高全国排球联赛品牌。
[Abstract]:The high - level competitive sports as the leader to drive the development of sports industry must focus on improving the competitiveness and attraction of sports industry , so as to attract more attention and interest to participate in sports consumption , so as to drive the development of sports industry . In the period of supply and supply of spiritual products , the competition of different sports items to the masses becomes more and more white , and the consumer ' s attention becomes scarce resources . The personalized characteristics of consumption are increasingly prominent , and the brand operation will be the first choice strategy for the professional development of high - level competitive sports .

At the same time , with the development of the market economy , there are more and more challenges to the volleyball match . On the other hand , with the development of the market economy , the national volleyball league faces more and more challenges . On the other hand , because of the characteristics of the volleyball project itself , it is necessary to implement brand marketing strategy . Therefore , it is of special significance to analyze the influencing factors of the national volleyball league brand and the research on marketing strategy .

The research methods used in this paper include : literature , questionnaire , mathematical statistics and logical analysis .

Through the investigation of the consumers and the organizing committee decision makers of the National Volleyball League 2007 - 2008 , the survey results show that the popularity of the national volleyball league is not high , the competition is not good enough , and the overall impression of the league is general . The factors that influence the national volleyball league brand include the team ' s achievements , the game highlights , the reasonable ticket price , the quality of service , the media publicity , the player ' s cultural quality , the moral level , the athlete ' s own image and so on .

Therefore , the marketing strategy of the national volleyball league should focus on : enriching the content of the competition , improving the watching ability of the competition , improving the quality of the competition , establishing the brand marketing concept with the consumer demand as the center , establishing reasonable price , strengthening the cooperation between the development and public relations , establishing the personalized name and mark , and continuously innovating ; and introducing the high - level management talents .

Suggestion : The brand is the important intangible asset and the core competitiveness of the national volleyball league . It is the key to the long - term , stable and healthy development of the volleyball league of our country . The organizing committee should strengthen the brand awareness and take the brand marketing as one of the core strategies of the league development .

【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G842

【引证文献】