【摘要】： 全運(yùn)會(huì)品牌是全運(yùn)會(huì)賽事本身及所有相關(guān)產(chǎn)品的外在表現(xiàn)和價(jià)值體現(xiàn)以及留給消費(fèi)者印象的總和,并且可利用這種印象獲得新的價(jià)值。目前,全運(yùn)會(huì)主要資金支持靠國家和地方財(cái)政投入,遠(yuǎn)遠(yuǎn)不能夠通過自身運(yùn)作解決經(jīng)費(fèi)問題,其中一個(gè)重要原因是全運(yùn)會(huì)品牌還沒有完全建立,無法獲得品牌層面的市場價(jià)值。所以,全運(yùn)會(huì)品牌構(gòu)建是解決市場化運(yùn)作的必經(jīng)之路。 全運(yùn)會(huì)品牌構(gòu)建是一個(gè)復(fù)雜漫長的過程,它需要在提高并維護(hù)賽事綜合質(zhì)量的基礎(chǔ)上,對(duì)全運(yùn)會(huì)品牌構(gòu)建的條件、價(jià)值、特征、定位、傳播等一系列問題進(jìn)行研究和實(shí)踐。文章采用理論與實(shí)踐相結(jié)合的方式,對(duì)全運(yùn)會(huì)品牌構(gòu)建初期的相關(guān)問題進(jìn)行了分析。全運(yùn)會(huì)品牌的構(gòu)建需要國家大環(huán)境的支持,目前國家政治穩(wěn)定,經(jīng)濟(jì)增長有序,體育事業(yè)、媒體事業(yè)繁榮,為全運(yùn)會(huì)品牌構(gòu)建提供環(huán)境基礎(chǔ)和保障。全運(yùn)會(huì)是社會(huì)文化現(xiàn)象,全運(yùn)會(huì)品牌不僅對(duì)全運(yùn)會(huì)賽事本身和舉辦地具有一定的經(jīng)濟(jì)價(jià)值,而且具有一定的文化價(jià)值,全運(yùn)會(huì)品牌是國家的、民族的、文化的,這種特質(zhì)對(duì)全運(yùn)會(huì)品牌定位具有指導(dǎo)意義。品牌要有視覺識(shí)別系統(tǒng),通過對(duì)十一運(yùn)以及往屆全運(yùn)會(huì)的視覺識(shí)別系統(tǒng)的分析來看,基本上反應(yīng)了全運(yùn)會(huì)品牌的特征。計(jì)算機(jī)技術(shù)的不斷進(jìn)步使品牌的網(wǎng)絡(luò)化運(yùn)作成為品牌在互聯(lián)網(wǎng)領(lǐng)域內(nèi)擴(kuò)展和延伸的重要途徑,全運(yùn)會(huì)品牌要充分借助互聯(lián)網(wǎng)媒體,利用日趨豐富的網(wǎng)絡(luò)工具和手段,結(jié)合自身品牌特點(diǎn),使全運(yùn)會(huì)品牌在網(wǎng)上延伸和拓展。通過對(duì)以上問題的研究,對(duì)增強(qiáng)全運(yùn)會(huì)自我造血能力,對(duì)全運(yùn)會(huì)在市場經(jīng)濟(jì)條件下的可持續(xù)發(fā)展有著重要的意義。希望可以為全運(yùn)會(huì)主辦方提供參考。 本文內(nèi)容共分為四部分,第一部分介紹了品牌、品牌網(wǎng)絡(luò)化的研究背景和本文的研究對(duì)象與方法;第二部分為全運(yùn)會(huì)品牌構(gòu)建,從全運(yùn)會(huì)品牌的概念入手,對(duì)全運(yùn)會(huì)品牌構(gòu)建的環(huán)境基礎(chǔ)、價(jià)值體現(xiàn)、個(gè)性塑造、自我定位以及VI設(shè)計(jì)進(jìn)行研究:第三部分為全運(yùn)會(huì)品牌網(wǎng)絡(luò)化運(yùn)作,介紹了網(wǎng)絡(luò)化的工具和手段并給出了全運(yùn)會(huì)品牌網(wǎng)絡(luò)化平臺(tái)的設(shè)計(jì)方案;第四部分給出研究結(jié)論,指出了本文在全運(yùn)會(huì)品牌研究中的不足之處,并對(duì)全運(yùn)會(huì)品牌今后的發(fā)展給予展望。
[Abstract]:The brand of the National Games is the sum of the external performance and value of the event itself and all related products and the impression left to consumers, and this impression can be used to obtain new value. At present, the main fund support of the National Games depends on the national and local financial input, and it is far from being able to solve the problem of funds through its own operation. One of the important reasons is that the brand of the National Games has not been fully established and the market value of the brand level can not be obtained. Therefore, the construction of the National Games brand is the only way to solve the market operation. The construction of National Games brand is a complicated and long process. It needs to study and practice a series of problems such as conditions, value, characteristics, positioning, communication and so on, on the basis of improving and maintaining the comprehensive quality of sports events. By combining theory with practice, this paper analyzes the related problems in the early stage of the brand construction of the National Games. The construction of the National Games brand needs the support of the national environment. At present, the national political stability, the economic growth order, the sports enterprise, the media enterprise prosperity, provides the environment foundation and the safeguard for the National Games brand construction. The National Games is a social and cultural phenomenon. The brand of the National Games not only has a certain economic value to the Games itself and the place where it is held, but also has a certain cultural value. The brand of the National Games is national, national and cultural. This characteristic has guiding significance to the brand positioning of the National Games. The brand should have visual recognition system. Through the analysis of the visual recognition system of the 11th Games and the past National Games, it basically reflects the characteristics of the brand of the National Games. With the development of computer technology, the network operation of the brand becomes an important way to expand and extend the brand in the field of Internet. The brand of the National Games should make full use of the Internet media and make use of the increasingly abundant network tools and means. Combined with its own brand characteristics, the National Games brand in the online extension and expansion. Through the study of the above problems, it is of great significance to strengthen the self-hematopoiesis ability of the National Games and the sustainable development of the National Games under the condition of market economy. Hope to provide reference for the organizers of the National Games. The content of this paper is divided into four parts. The first part introduces the brand, the research background of the brand network and the research object and method of this paper. The second part is the brand construction of the National Games, starting with the concept of the brand of the National Games. The environmental basis, value embodiment, personality shaping, self-positioning and VI design of the brand construction of the National Games are studied. The third part is the network operation of the brand in the National Games. This paper introduces the tools and means of the network and gives the design scheme of the network platform for the brand of the National Games. The fourth part gives the conclusion of the research and points out the deficiency of this paper in the research of the brand of the National Games. And the future development of the National Games brand to give prospects.
【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】：2009
【分類號(hào)】：G812.20

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 施俊華;王海燕;;體育運(yùn)動(dòng)賽事與贊助品牌的一致性關(guān)系研究——以我國體育賽事為例[J];成都體育學(xué)院學(xué)報(bào);2011年10期

相關(guān)碩士學(xué)位論文 前2條

1 李城;北京國際馬拉松的品牌戰(zhàn)略研究[D];北京體育大學(xué);2011年

2 付璐璐;全國男子職業(yè)籃球聯(lián)賽（NBL）品牌價(jià)值提升策略研究[D];北京體育大學(xué);2013年

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本文編號(hào)：2172543