發(fā)布時(shí)間：2018-06-20 10:06

  本文選題：體育賽事 + 品牌��； 參考：《山東體育學(xué)院》2017年碩士論文

【摘要】：體育產(chǎn)業(yè)作為當(dāng)今社會(huì)最富有活力和潛能的朝陽產(chǎn)業(yè)之一,有著其他產(chǎn)業(yè)難以比擬的優(yōu)勢,而作為體育產(chǎn)業(yè)核心的體育賽事,不再只局限于單純的體育競技,一項(xiàng)成功的體育賽事所具有的強(qiáng)大社會(huì)影響力,不僅可以提高大眾參與體育鍛煉的意識(shí),使人們的心理需求得以滿足,還可以對(duì)體育相關(guān)產(chǎn)業(yè)的發(fā)展起到強(qiáng)有力的推動(dòng),為本地區(qū)各個(gè)行業(yè)的發(fā)展帶來新的契機(jī)。近年來,臨沂市的體育產(chǎn)業(yè)發(fā)展迅速,而多種大型賽事相繼舉辦,為臨沂市體育賽事的發(fā)展帶來了機(jī)遇。介于目前,臨沂市現(xiàn)有體育賽事的影響力尚不足,本土原創(chuàng)賽事在發(fā)展的過程中還存在諸多問題,臨沂市要想打造極具影響力與號(hào)召力的賽事品牌,就必須要緊緊抓住體育賽事活動(dòng)的特點(diǎn),充分利用本地山水資源優(yōu)勢,積極合理地引進(jìn)與培育國際知名賽事。本文旨在通過探尋臨沂市體育賽事發(fā)展過程中的實(shí)際情況,對(duì)臨沂市賽事的品牌培育進(jìn)行研究,并采用SWOT分析法,分析臨沂市近年舉辦的體育賽事在品牌培育過程中的優(yōu)勢、劣勢、機(jī)遇以及挑戰(zhàn),找尋彌補(bǔ)自身賽事的品牌塑造和相關(guān)研究中的不足,希望可以滿足臨沂市今后體育賽事的品牌長期發(fā)展的需求。本文具體采用了文獻(xiàn)資料法、專家訪談、邏輯分析、SWOT分析等幾種研究方法,主要通過以下幾個(gè)部分對(duì)臨沂市體育賽事在發(fā)展中的品牌培育問題進(jìn)行探討與分析:一、以體育賽事和品牌學(xué)的相關(guān)理論為理論依據(jù),對(duì)文中所需概念和理論進(jìn)行梳理,介紹臨沂體育賽事發(fā)展的總體概況、市場開發(fā)模式以及資源開發(fā)等情況。二、通過采用SWOT分析對(duì)臨沂市體育賽事發(fā)展?fàn)顩r進(jìn)行剖析,提出臨沂市體育賽事的品牌培育過程中所遇到的各種問題,并在提出今后臨沂市體育賽事品牌培育策略。三、本文發(fā)現(xiàn)臨沂市體育賽事的發(fā)展過程中有體育管理的相關(guān)人才匱乏,科研力量不足以支撐產(chǎn)業(yè)資源整合與配置,賽事的宣傳與資源開發(fā)的力度不夠等一些問題。臨沂市今后要想實(shí)現(xiàn)體育賽事的品牌培育與構(gòu)建,必須盡快完善體育賽事的管理與運(yùn)營機(jī)制,加強(qiáng)與當(dāng)前主流媒體的協(xié)作配合,要逐步開始創(chuàng)建新型的賽事營銷與宣傳平臺(tái)等。
[Abstract]:As one of the most energetic and potential sunrise industries in today's society, sports industry has an unparalleled advantage in other industries, and sports events, as the core of the sports industry, are no longer confined to simple sports. A successful sports event has powerful social influence, which can not only improve the public participation in sports forging. The consciousness of smelting, which makes people's psychological needs met, can also promote the development of sports related industries and bring new opportunities for the development of various industries in the region. In recent years, the sports industry in Linyi has developed rapidly, and many large-scale events have been held in succession, which brought opportunities for the development of sports events in Linyi. At present, the influence of the existing sports events in Linyi is still inadequate, and there are still many problems in the development of local original events. If Linyi wants to create a brand with great influence and appeal, it is necessary to seize the characteristics of sports events and fully utilize the advantages of local landscape resources and introduce and introduce them actively and rationally. This article aims to explore the actual situation in the development of sports events in Linyi and to study the brand cultivation of Linyi sports events, and to analyze the advantages, disadvantages, opportunities and challenges of the sports events held in Linyi in recent years by using the SWOT analysis method to find out to make up for their own events. The deficiencies in brand building and related research are expected to meet the needs of the long-term development of Linyi's future sports brands. This paper adopts several research methods such as literature method, expert interview, logical analysis, SWOT analysis and other research methods, mainly through the following parts of the development of Linyi sports events in the development of the brand problem. On the basis of the related theories of sports events and branding, the concepts and theories needed in the article are combed, and the general situation of the development of Linyi sports events, the model of market development and the development of resources are introduced. Two, the development of sports events in Linyi is analyzed by using SWOT analysis, and the development of sports events in Linyi is analyzed. The problems encountered in the brand cultivation of sports events in Linyi city and the strategy of cultivating sports brand in Linyi in the future are put forward. Three, this paper finds that there are lack of related talents in sports management in the development process of Linyi sports events, and the research force is not enough to support the integration and allocation of industrial resources and the publicity and capital of the events. In order to realize the brand cultivation and construction of sports events in the future, Linyi must improve the management and operation mechanism of sports events as soon as possible, strengthen the cooperation with the current mainstream media, and gradually begin to create a new competition marketing and publicity platform.
【學(xué)位授予單位】：山東體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G80-05

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