本文選題：淄博 + 足球文化��； 參考：《曲阜師范大學(xué)》2014年碩士論文

【摘要】：目前，國(guó)內(nèi)許多城市正在積極依靠體育賽事和體育文化提高城市影響力。北京通過(guò)奧運(yùn)會(huì)向世界人民展示了北京作為中國(guó)政治中心和歷史古城的深厚底蘊(yùn)和現(xiàn)代化發(fā)展的卓越成就。上海作為中國(guó)的經(jīng)濟(jì)中心，每年通過(guò)國(guó)際田聯(lián)黃金聯(lián)賽和ATP網(wǎng)球大師賽吸引著來(lái)自世界的目光。淄博作為世界足球起源地，在國(guó)際足壇具有較大影響力，同時(shí)淄博足球文化源遠(yuǎn)流長(zhǎng)，內(nèi)容豐富，底蘊(yùn)深厚。淄博足球文化理應(yīng)成為淄博走向世界的名片。但是隨著中國(guó)經(jīng)濟(jì)的不斷發(fā)展，大量國(guó)外體育文化進(jìn)入中國(guó)市場(chǎng)，在激烈的競(jìng)爭(zhēng)中，淄博足球文化競(jìng)爭(zhēng)力明顯不足。構(gòu)建淄博足球文化品牌對(duì)淄博足球文化的保存和發(fā)展、提高城市知名度有重要的意義。 本文主要以淄博足球文化為研究對(duì)象，運(yùn)用文獻(xiàn)資料法、訪談法、SWOT分析法對(duì)淄博足球文化、品牌構(gòu)建相關(guān)資料進(jìn)行整理分析，運(yùn)用SWOT模型對(duì)淄博足球文化品牌構(gòu)建的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇和挑戰(zhàn)進(jìn)行分析。得出以下結(jié)論： 1、淄博作為世界足球起源地，足球文化經(jīng)歷了兩千多年的發(fā)展，成為了擁有豐富內(nèi)涵和深厚底蘊(yùn)的體育文化。目前，淄博足球文化的發(fā)展遇到多方面的挑戰(zhàn)和困難，所以建設(shè)淄博足球文化品牌是淄博足球文化可持續(xù)發(fā)展的必經(jīng)之路。 2、淄博足球文化品牌構(gòu)建的優(yōu)勢(shì)主要包括“足球起源地”的深遠(yuǎn)影響、優(yōu)越的發(fā)展環(huán)境、各級(jí)政府的大力支持、良好的經(jīng)濟(jì)基礎(chǔ)和深厚的文化底蘊(yùn)、大型賽事的成功舉辦和良好的群眾基礎(chǔ)。劣勢(shì)主要有缺少品牌意識(shí)，，競(jìng)爭(zhēng)力弱，難以持續(xù)發(fā)展；缺少長(zhǎng)期關(guān)注；目標(biāo)不明確，落實(shí)不到位；缺乏科學(xué)規(guī)范化管理；缺少品牌構(gòu)建人才和缺少文化識(shí)別。機(jī)遇主要是有利于淄博足球文化的未來(lái)發(fā)展，提高淄博城市影響力，建設(shè)足球城市名片，帶動(dòng)淄博經(jīng)濟(jì)發(fā)展。面臨的挑戰(zhàn)主要包括外來(lái)文化的挑戰(zhàn)和足球目前在國(guó)內(nèi)的不景氣。以品牌定位、品牌識(shí)別、品牌目標(biāo)、品牌推廣、品牌維系為理論基礎(chǔ)提出淄博足球文化品牌構(gòu)建的設(shè)想。 3、淄博足球文化品牌構(gòu)建要以高起點(diǎn)、高定位、高品位為指導(dǎo)思想，將淄博建設(shè)成為世界知名的足球城市，淄博足球文化是科學(xué)的民主的大眾的體育文化。設(shè)計(jì)淄博足球文化品牌的口號(hào)和品牌標(biāo)志，通過(guò)建立地標(biāo)建筑、承辦和創(chuàng)辦大型賽事、體驗(yàn)營(yíng)銷、品牌代言、媒體推廣等手段對(duì)淄博足球文化品牌進(jìn)行推廣。淄博足球文化與齊文化的相結(jié)合進(jìn)行品牌創(chuàng)新，做好品牌危機(jī)預(yù)防工作。 4、淄博足球品牌的構(gòu)建首先要統(tǒng)一思想，樹(shù)立品牌意識(shí)；其次要建立專門的品牌構(gòu)建機(jī)構(gòu)；第三是吸收、培養(yǎng)專門的品牌構(gòu)建人才；第四是建立科學(xué)高效的品牌管理監(jiān)督制度；第五是提供有力的資金支持。
[Abstract]:At present, many cities in China are actively relying on sports events and sports culture to improve their influence. Through the Olympic Games, Beijing has demonstrated to the people of the world its profound background as a political center and historic city of China and its remarkable achievements in modernization development. Shanghai, as the economic center of China, attracts the attention of the world through IAAF Golden League and ATP Tennis Masters. Zibo, as the origin of world football, has great influence in the international football world. At the same time, Zibo football culture has a long history, rich content and deep inside information. Zibo football culture should be Zibo to the world's business card. However, with the continuous development of Chinese economy, a large number of foreign sports culture into the Chinese market, in the fierce competition, Zibo football culture competitiveness is obviously insufficient. The construction of Zibo football culture brand is of great significance to the preservation and development of Zibo football culture and the improvement of city popularity. This article mainly takes the Zibo soccer culture as the research object, uses the literature material method, the interview method SWOT analysis method to Zibo soccer culture, the brand construction correlation data carries on the arrangement analysis, uses the SWOT model to Zibo soccer culture brand construction superiority, Analyze weaknesses, opportunities and challenges. Draw the following conclusions: 1, Zibo as the origin of world football, football culture has experienced more than two thousand years of development, has become a rich connotation and deep inside information of sports culture. At present, the development of Zibo football culture meets many challenges and difficulties, so the construction of Zibo football culture brand is the only way to the sustainable development of Zibo football culture. 2. The advantages of the construction of Zibo football culture brand mainly include the profound influence of "football origin place", the superior development environment, the strong support of the government at all levels, the good economic foundation and the deep cultural background. Successful hosting of major events and a good mass base. Weaknesses are lack of brand awareness, weak competitiveness, difficult to sustain development; lack of long-term concern; objectives are not clear, implementation is not in place; lack of scientific and standardized management; lack of brand building talent and lack of cultural identification. The opportunity is mainly conducive to the future development of Zibo football culture, to improve the influence of Zibo city, to build the name card of the football city, and to promote the economic development of Zibo. The challenges include the challenge of foreign culture and the current domestic recession of football. Based on the theory of brand positioning, brand identification, brand goal, brand promotion and brand maintenance, this paper puts forward the idea of constructing Zibo football culture brand. 3, Zibo football culture brand construction should take the high starting point, the high orientation, the high grade as the guiding ideology, will Zibo become the world famous soccer city, the Zibo soccer culture is the scientific democratic populace sports culture. The slogan and brand logo of Zibo football culture brand are designed and promoted through the establishment of landmarks, undertaking and establishment of large-scale events, experience marketing, brand endorsement, media promotion and other means to promote Zibo football culture brand. The combination of Zibo football culture and Qi culture carries on brand innovation to prevent brand crisis. 4, the construction of Zibo football brand should unify the thought, establish brand consciousness, establish special brand building organization, absorb and train special brand construction talents, establish scientific and efficient brand management and supervision system. The fifth is to provide strong financial support.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：G843

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