本文選題：體育用品　切入點(diǎn)：博覽會　出處：《北京體育大學(xué)》2009年博士論文　論文類型：學(xué)位論文

【摘要】：由國家體育總局、中國體育用品聯(lián)合會、中國體育科學(xué)學(xué)會主辦的中國國際體育用品博覽會是世界上規(guī)模最大、最具影響力的體育用品展會之一。隨著世界經(jīng)濟(jì)一體化進(jìn)程加快,中國加入WTO過渡期結(jié)束,一些國際著名體育休閑類展會開始進(jìn)入中國市場;同時,國內(nèi)一些展覽公司也紛紛辦起了不同題材的體育類展會,使體博會面臨前所未有的機(jī)遇和挑戰(zhàn)。如何提高體博會自身的品牌影響力,使其成為國內(nèi)外公認(rèn)的不可錯過的體育類品牌盛會,成為必須研究的課題。 本文通過文獻(xiàn)資料、參與觀察、訪問調(diào)查、問卷調(diào)查、數(shù)理統(tǒng)計(jì)、邏輯分析和案例分析等方法,對體博會品牌戰(zhàn)略進(jìn)行研究,結(jié)論如下: 1.體博會屬于狹義的展覽會,即貿(mào)易展覽會,是企業(yè)市場營銷組合中最有效的一種方式。在市場經(jīng)濟(jì)條件下,面對競爭,貿(mào)易展覽會必須實(shí)施品牌戰(zhàn)略,明確定位、提高服務(wù)質(zhì)量和水平,形成競爭優(yōu)勢,才能適應(yīng)買方市場需求,擴(kuò)大市場占有率。實(shí)施體博會品牌戰(zhàn)略,需要通過展商、觀眾、媒體、活動、主辦機(jī)構(gòu)以及服務(wù)機(jī)構(gòu)這六大要素的協(xié)調(diào)發(fā)展,提升體博會品牌無形資產(chǎn)和影響力,保證體博會的可持續(xù)發(fā)展。 2.體博會的品牌歷程是伴隨著中國經(jīng)濟(jì)、社會,尤其是體育事業(yè)和體育產(chǎn)業(yè)的迅速發(fā)展而逐漸走向成熟的。隨著我國社會主義市場經(jīng)濟(jì)的發(fā)展以及體育事業(yè)和體育產(chǎn)業(yè)的快速發(fā)展,體博會品牌經(jīng)歷了初步形成階段(1993年-2000年)和發(fā)展階段(2001年-2008年),規(guī)模不斷壯大,品質(zhì)不斷提高,品牌影響力日益擴(kuò)大。但是,面對激烈的競爭以及復(fù)雜多變的國際形勢,體博會迫切需要明確定位、完善品牌戰(zhàn)略,真正進(jìn)入品牌提升階段(2009年-),實(shí)現(xiàn)可持續(xù)發(fā)展。 3.通過宏觀環(huán)境分析、相關(guān)行業(yè)分析及內(nèi)部環(huán)境分析得出體博會SWOT分析。政治、經(jīng)濟(jì)、文化、科技和人口及自然環(huán)境等宏觀環(huán)境總體而言是有利于體博會發(fā)展的,但金融危機(jī)等經(jīng)濟(jì)發(fā)展的不確定因素將對體育用品行業(yè)和體博會產(chǎn)生直接影響。體育產(chǎn)業(yè)、體育用品業(yè)和展覽產(chǎn)業(yè)的快速發(fā)展給體博會創(chuàng)造了良好的發(fā)展機(jī)遇,但面對國內(nèi)外眾多同類展會的激烈競爭,體博會迫切需要實(shí)施品牌戰(zhàn)略,突出自己的品牌特性,在同類展會中脫穎而出,擴(kuò)大體博會的品牌影響力。 4.根據(jù)體博會戰(zhàn)略分析,制訂了體博會品牌戰(zhàn)略路線圖:1)樹立品牌觀念→2)制訂品牌定位→3)傳播品牌信息→4)履行品牌承諾→5)提升品牌資產(chǎn)→6)加強(qiáng)品牌保護(hù)→7)完善品牌戰(zhàn)略。
[Abstract]:The China International Sports goods Expo, sponsored by the State Sports Administration, the China Sports goods Federation and the Chinese Sports Science Association, is the largest in the world. One of the most influential sporting goods fairs. With the acceleration of the process of world economic integration and the end of the transitional period of China's entry into the WTO, some internationally renowned sports and leisure fairs have begun to enter the Chinese market; at the same time, Some domestic exhibition companies have also organized sports exhibitions of different themes, which makes the sports fair face unprecedented opportunities and challenges. How to improve the brand influence of the sports fair itself? Make it become the domestic and foreign recognized sports brand pageant, become the subject that must be studied. Based on the methods of literature, observation, interview, questionnaire, mathematical statistics, logic analysis and case analysis, this paper studies the brand strategy of the fair. The conclusions are as follows:. 1.The fair belongs to the narrow sense exhibition, namely the trade exhibition, is one of the most effective ways in the enterprise marketing mix. Under the market economy condition, the trade fair must carry out the brand strategy, the definite localization, in the face of the market economy condition, the trade fair must carry out the brand strategy, Only by improving the quality and level of service and forming a competitive advantage can we meet the needs of the buyer's market and expand the market share. To implement the brand strategy of the Expo, we need to adopt exhibitors, audience, media and activities. The coordinated development of the six elements of the host organization and the service organization will enhance the intangible assets and influence of the sports fair brand and ensure the sustainable development of the fair. 2.The brand history of the expo is accompanied by the Chinese economy and society. In particular, with the rapid development of sports undertakings and sports industries, and gradually moving towards maturity, with the development of the socialist market economy in China and the rapid development of sports undertakings and sports industries, The sports fair brand has experienced the initial formation stage (1993-2000) and the development stage (2001-2001), the scale is growing, the quality is improving, the brand influence is expanding day by day. However, in the face of the fierce competition and the complex and changeable international situation, It is urgent to define the position, perfect the brand strategy and enter the brand promotion stage (2009-2009) to realize sustainable development. 3. Through macro environment analysis, relevant industry analysis and internal environment analysis, it is concluded that SWOT analysis, political, economic, cultural, scientific and technological, and population and natural environment are favorable to the development of sports fair. However, the uncertain factors of economic development, such as the financial crisis, will have a direct impact on the sports goods industry and the sports fair. The rapid development of the sports industry, the sports goods industry and the exhibition industry has created a good development opportunity for the sports fair. However, in the face of fierce competition from many similar exhibitions at home and abroad, it is urgent to implement the brand strategy, highlight their own brand characteristics, stand out in the same kind of exhibitions, and expand the brand influence of the fair. 4.According to the strategic analysis of the sports expo, the road map of brand strategy of the sports expo is drawn up: 1) to establish the brand concept. 鈫，

本文編號：1606100