我国的体育赛事品牌创建的研究.pdf

摘要在世界经济日益扁平化的今天,品牌对于企业的生存和发展的重要性已众所周知, 品牌战略已成为众多知名企业在市场竞争中立于不败之地分法宝。未来世界竞争的关键,已不再是产品的竞争、价格的竞争与服务的竞争,特别是在产品、技术、服务日趋同质化的今天,唯有品牌才是竞争和划分市场的有力武器。谁拥有高知名度的品牌,谁就具有强大的竞争力,谁就拥有市场。企业要想开拓和占领市场,在市场竞争中占据有利地位,就必须创建自己的品牌,实施品牌发展战略。随着我国经济的发展、人们生活水平的日益提高和体育产业的发展,尤其是北京奥运会的成功举行,各种各样的体育赛事也如雨后春笋般在我国大地上相继开展起来。但是由于组织、经营和管理等多方面因素,这些品牌却很少有真正形成自己品牌的。为此, 本文以研究体育赛事品牌的创建过程为主要内容,结合品牌学、体育产业学、体育管理学等相关知识,运用了文献资料法、专家访谈法、系统多元整合与重点相结合等方法, 采用SWOT分析系统,对创建我国体育赛事品牌的可行性进行论证,并以NBA的品牌创建为例,总结出创建我国体育赛事品牌的原则、核心要素、过程和策略,最后得出结论,希望本文能够对正在发展中的中国体育赛事的品牌创建工作以帮助。关键词:体育赛事品牌体育产业创建 Abstract As theworldwide economy ing equalized nowadays,it has been well-known that thebrands are playing essential roleinthesurvival anddevelopment oftheenterprises, and brandsstrategy has e an effective weapon for alarge number ofwell-known enterprises tomaintain an invincible position key tothe future petition is no longer acompetition oftheproduct,price brands are thedecisive weapon inthe course petition and division ofthemarket particularly during the timewhen thehomogenization ofproducts,technologies and services ing enterprises,who own thebrandproducts with high popularity,will attain a petitive power and is tosay,it isrequired for theenterprises,who want toopen up and occupy themarket and keep a favorable position inthe petition,to establish theirown brandsandimplement the brand development strategy. With thedevelopment ofChina’Seconomy and thesports industry aswellasthe increase ofpeople’S livingstandards,especially the essful holding ofBeijing Olympic Games,a variety ofsports events has alsomushroomed ,some products rarely form theirown brands due tothe factors anization,operation,management and something else,which very few ,with the study ofthe establishment ofthesports events brands being the bined withthe relevant knowledge ofbrands,using themethod ofliteraturereview,expert interviews,integrated diversity bination of key points andS