本文選題：自由搏擊賽事　切入點：品牌建設　出處：《湖南科技大學》2017年碩士論文　論文類型：學位論文

【摘要】：進入新世紀以來,隨著物質(zhì)文明和精神文明水平的不斷提高,人們對生活質(zhì)量的追求逐漸增加,特別是近幾年來,人們更加注重生活質(zhì)量,越來越多的人把注意力轉(zhuǎn)向體育或體育活動。自由搏擊運動集熱血、武術(shù)為一體,能有效的滿足人們心中情緒的宣泄和實現(xiàn)心中的武俠夢。依拖于國家為有效發(fā)展體育產(chǎn)業(yè)而提出的相關(guān)政策,體育產(chǎn)業(yè)開始呈現(xiàn)出勃勃的生機,自由搏擊賽事就是在這種大環(huán)境中逐漸興起,并蓬勃發(fā)展的體育產(chǎn)業(yè)之一。本研究以湖南省拳戰(zhàn)江湖自由搏擊商業(yè)賽事的品牌建設與媒介營銷作為研究對象,通過文獻資料法,案例分析法、訪談法等方法對拳戰(zhàn)江湖賽事的品牌建設和媒介營銷實例進行分析和研究。研究認為品牌建設是一個品牌的野心,什么樣子的品牌定位決定了品牌建設,品牌建設決定了該品牌的發(fā)展前景。研究通過重點分析品牌建設,從品牌設計、品牌個性、品牌價值、品牌傳播上來分析湖南省拳戰(zhàn)江湖賽事的品牌建設現(xiàn)狀。同時從電視和網(wǎng)絡媒介著手分析了拳戰(zhàn)江湖的的媒介營銷狀況,并總結(jié)出體育賽事品牌建設和媒介營銷的方法和對策。研究主要結(jié)果如下:1.湖南省自由搏擊賽事品牌建設總體呈現(xiàn)出一種上升趨勢,現(xiàn)階段正處于品牌建設的摸索期,將賽事品牌同湖南傳統(tǒng)武術(shù)結(jié)合起來,打造出一支具有湖南三湘文化特色的自由搏擊品牌是現(xiàn)階段我省自由搏擊賽事品牌建設的必經(jīng)之路。2.從品牌建設理論上發(fā)現(xiàn),湖南省自由搏擊賽事品牌建設要塑造品牌設計,從賽事本身的產(chǎn)品上體現(xiàn)出品牌的個性,通過和消費者互動來構(gòu)建賽事產(chǎn)品形象,體現(xiàn)品牌價值,最后通過營銷來實現(xiàn)賽事產(chǎn)品的實際價值。3.湖南省自由搏擊賽事的媒介營銷主要由電視媒體營銷和網(wǎng)絡媒體營銷兩個部分組成,其中電視營銷是現(xiàn)階段湖南省自由搏擊賽事的最主要傳播途徑,而轉(zhuǎn)播的質(zhì)量又和賽事的硬件設施和轉(zhuǎn)播效果息息相關(guān)。網(wǎng)絡媒體以其特有的沒有時間和地理位置的局限和傳播敏捷性成為有效擴大品牌影響力的有力途徑。4.通過媒介營銷中電視轉(zhuǎn)播營銷個案分析中可以看出,賽事轉(zhuǎn)播效果主要有畫面語言解說語言決定,其中畫面語言的質(zhì)量又同賽事的攝影機數(shù)量、慢鏡頭回放、切換頻率以及景別有重要的關(guān)聯(lián)。在植入式廣告方面,主要有冠名式植入、提醒式植入和背景式植入三種方式保障贊助商的權(quán)益。
[Abstract]:Since entering the new century, with the development of material civilization and spiritual civilization level continues to improve, the pursuit of quality of life gradually increased, especially in recent years, people pay more attention to the quality of life, more and more people turn their attention to sports or sports activities. Sports Wushu Free Combat in blood, as a whole, and can achieve effective meet the hearts of the people in the hearts of the emotional catharsis of martial arts dream. In accordance with the relevant policies in the country and put forward effective drag on the development of the sports industry, sports industry began to show vitality, kickboxing event is gradually on the rise in this kind of environment, one of the sports industry and the development. This study takes Hunan Province Boxing war kickboxing tournament arena commercial brand construction and media marketing as the research object, through literature analysis, case analysis, interviews and other methods of boxing battle Arena Tournament brand building Analysis and Research on the design and media marketing example. The research results indicate that the brand building is a brand of ambition, what determines the brand positioning brand building, brand building determines the development prospect of the brand. Through the research on the key analysis from the brand building, brand design, brand personality, brand value, brand building status analysis in Hunan Province Boxing battle arena tournament. At the same time, brand communication to analysis the boxing battle arena media marketing situation from TV and Internet media, and summarizes the methods and Countermeasures of sports brand construction and media marketing. The main research results are as follows: 1. brand kickboxing tournament in Hunan province shows a rising trend. We are in the brand building of the trial period, combined with Hunan traditional Wushu competition brand, create a unique culture of the Hunan Sanxiang kickboxing products Card is present in our province kickboxing events brand building from the brand construction theory.2. found the only way which must be passed, Hunan province kickboxing events to shape the brand building brand design reflects the brand personality from the event itself through the product, and consumer interaction to construct the event product image reflects the brand value, finally through marketing matches the actual value of.3. products in Hunan province kickboxing tournament media marketing mainly consists of two parts of TV media marketing and marketing network media, including television marketing is the main communication in Hunan province at present free combat events and ways, broadcast quality and hardware facilities and broadcast events is closely related to the effect of network media..4. has become a powerful way to effectively expand the brand influence through the media with its unique geographical location and no time limitation and communication agility The analysis of marketing in TV marketing case can be seen in the main event broadcast effect picture language to explain language decision, which the quality of the picture language and match camera number, replays, an important link in the scene. The switching frequency and the product placement, the main title type of implant, implant and background reminder implantation of three ways to guarantee the rights and interests of the sponsors.

【學位授予單位】：湖南科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G852.4

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