本文選題：武術(shù) + 武術(shù)賽事��； 參考：《華中師范大學(xué)》2016年博士論文

【摘要】：我國武術(shù)賽事品牌建設(shè)是武術(shù)賽事主體以積累武術(shù)賽事品牌價值資產(chǎn)為目標,依據(jù)國家體育產(chǎn)業(yè)相關(guān)法規(guī)、措施和政策要求,充分利用市場優(yōu)勢,對武術(shù)賽事品牌打造工作有序行使品牌規(guī)劃和品牌營建職責,促使武術(shù)賽事逐步實現(xiàn)品牌化發(fā)展的過程。國務(wù)院文件提出“取消體育賽事活動審批,打造品牌賽事”要求,推動各層次武術(shù)賽事經(jīng)營主體規(guī)劃設(shè)計武術(shù)賽事品牌建設(shè)發(fā)展戰(zhàn)略。在當前激發(fā)體育賽事市場活力,豐富體育賽事供給,加快發(fā)展體育產(chǎn)業(yè)促進體育消費的大背景下,使獨具民族特色的武術(shù)項目在多元化武術(shù)賽事活動中彰顯潛在社會價值,加強武術(shù)賽事品牌建設(shè)研究無疑具有積極效益。本研究通過文獻研究法、歷史研究法、實地訪談法、案例研究法和邏輯研究法等方法,對我國武術(shù)賽事品牌建設(shè)這一議題展開了深入系統(tǒng)研究。通過回顧研究核心觀點和各章邏輯論證,歸納以下研究結(jié)論：(一)武術(shù)賽事品牌建設(shè)是加強武術(shù)賽事管理工作,提升武術(shù)賽事市場核心競爭力的重要前提。改革開放后,社會大眾對武術(shù)賽事文化消費需求劇增,使武術(shù)賽事整體價值效益凸顯,國家“加快實施品牌戰(zhàn)略,大力培育具有中國特色的體育賽事品牌”的體育產(chǎn)業(yè)政策,為獨具特色的中國武術(shù)賽事的品牌化發(fā)展植入了國家政策元素。(二)武術(shù)賽事品牌建設(shè)是以打造高品質(zhì)武術(shù)賽事為核心思想,它是促使武術(shù)賽事實現(xiàn)品牌化管理的關(guān)鍵環(huán)節(jié),其目的是引導(dǎo)武術(shù)賽事經(jīng)營主體規(guī)范經(jīng)營各層次武術(shù)賽事,確保武術(shù)賽事品牌打造工作順利實施。(三)建國以來,我國武術(shù)賽事歷經(jīng)嘗試與探索(1949-1978)、恢復(fù)與拓展(1979-1999)、蓬勃發(fā)展(2000-2008)、轉(zhuǎn)型與升級(2009-)四個階段。首部《武術(shù)競賽規(guī)則》頒布,規(guī)范了武術(shù)比賽科學(xué)化操作,推動該時期武術(shù)競賽逐步呈現(xiàn)現(xiàn)代武術(shù)賽事元素。盡管武術(shù)賽事經(jīng)營主體缺乏構(gòu)建武術(shù)賽事品牌的意識和先進的賽事品牌管理理念,但是各級武術(shù)賽事經(jīng)營機構(gòu)以市場為導(dǎo)向,對武術(shù)賽事資源進行優(yōu)化配置,使武術(shù)賽事品牌個性逐漸鮮明,武術(shù)賽事品牌定位日益準確。隨著武術(shù)賽事經(jīng)營機構(gòu)調(diào)整賽事經(jīng)營模式和構(gòu)建武術(shù)賽事品牌意識增強,“請進來”和“走出去”相結(jié)合的武術(shù)賽事品牌建設(shè)方略,推動我國武術(shù)賽事綜合價值的實踐探索有序展開。武術(shù)賽事在國家體育強國政策視域下,呈現(xiàn)多元化發(fā)展趨勢。國家體育產(chǎn)業(yè)政策促使武術(shù)賽事的綜合效益凸顯,加快了我國武術(shù)賽事品牌建設(shè)步伐。我國武術(shù)賽事分為武術(shù)套路賽事、武術(shù)格斗賽事和武術(shù)功法賽事三大類。多元化武術(shù)賽事既是推動中華武術(shù)不斷取得新突破的有效方式,又是保障賽事整體質(zhì)量穩(wěn)步提升不可或缺地重要手段。在踐行武術(shù)全民健身國家戰(zhàn)略歷史進程中,全社會營造了重視武術(shù)、支持武術(shù)和參與武術(shù)的良好氛圍,推動了充滿活力的武術(shù)賽事消費市場形成,為武術(shù)賽事品牌打造贏得了賽事目標消費群。通過剖析政府、武協(xié)、市場(企業(yè))在我國武術(shù)賽事品牌建設(shè)中存在的不足,研究認為,政策指向不明,建設(shè)理念落后；武術(shù)賽事品牌建設(shè)隊伍培養(yǎng)滯后,品牌管理意識淡�。晃湫g(shù)賽事品牌建設(shè)理論研究滯后,技術(shù)與實踐服務(wù)缺失等問題是我國武術(shù)賽事品牌建設(shè)發(fā)展滯后的原因。(四)雖然武術(shù)賽事品牌建設(shè)在武術(shù)賽事品牌化構(gòu)建過程中應(yīng)發(fā)揮重要作用,但因其存在的嚴峻現(xiàn)實問題制約了武術(shù)賽事發(fā)展。武術(shù)賽事管理部門和賽事經(jīng)營主體打造品牌武術(shù)賽事意識淡薄及相關(guān)客觀原因存在,造成各層次武術(shù)賽事同質(zhì)化現(xiàn)象嚴重,從而使武術(shù)賽事品牌價值遭受質(zhì)疑。(五)武術(shù)賽事品牌規(guī)劃是賽事經(jīng)營機構(gòu)致力于構(gòu)建武術(shù)賽事品牌、實現(xiàn)賽事經(jīng)營機構(gòu)的經(jīng)濟目標和社會效益而制定的發(fā)展計劃。武術(shù)賽事品牌戰(zhàn)略是賽事經(jīng)營機構(gòu)的根本性策略,它包括武術(shù)賽事品牌構(gòu)建環(huán)境、武術(shù)賽事品牌定位、武術(shù)賽事品牌要素設(shè)計、武術(shù)賽事品牌個性、武術(shù)賽事品牌價值、武術(shù)賽事品牌傳播和武術(shù)賽事品牌延伸等內(nèi)容。武術(shù)賽事品牌定位是設(shè)計、塑造、發(fā)展及確定武術(shù)賽事品牌形象的關(guān)鍵環(huán)節(jié)。(六)基于理論構(gòu)建視角對我國武術(shù)賽事品牌建設(shè)程序進行了設(shè)計,對我國武術(shù)賽事品牌建設(shè)的賽事品牌要素、賽事品牌個性、賽事品牌價值、賽事品牌傳播和賽事品牌延伸展開了全面而深入地闡述。武術(shù)賽事品牌識別系統(tǒng)是賽事經(jīng)營機構(gòu)精心設(shè)計的塑造武術(shù)賽事形象的過程性操作活動。武術(shù)賽事品牌以滿足賽事目標消費群功能、情感及服務(wù)等方面賽事需求而表現(xiàn)出相應(yīng)的賽事品牌價值。武術(shù)賽事品牌核心價值是武術(shù)賽事品牌價值的內(nèi)核、主體構(gòu)件及品牌理念內(nèi)涵。武術(shù)賽事品牌傳播是由賽事傳播主體、賽事傳播媒介、賽事目標受眾和賽事傳播內(nèi)容等環(huán)節(jié)構(gòu)成的循環(huán)過程。武術(shù)賽事品牌憑借賽事知名度、認可度和巨大的賽事品牌資產(chǎn)效應(yīng),具備品牌延伸功能。通過學(xué)習和借鑒品牌領(lǐng)域品牌建設(shè)的成功經(jīng)驗,借助構(gòu)建的武術(shù)賽事品牌建設(shè)理論,對我國武術(shù)賽事品牌建設(shè)實踐具有積極效益。(七)以我國原創(chuàng)搏擊賽事品牌——昆侖決為研究對象,對昆侖決賽事品牌建設(shè)實踐、經(jīng)驗和啟示進行了系統(tǒng)分析。研究認為,武術(shù)賽事品牌建設(shè)是增強武術(shù)賽事市場核心競爭力,提升武術(shù)賽事整體價值的有效管理方式,更是一個持續(xù)有序地實踐完善過程。國家頂層設(shè)計彰顯新理念,促使昆侖決成功樹立中國原創(chuàng)搏擊賽事品牌標桿形象。昆侖決運用互聯(lián)網(wǎng)思維經(jīng)營模式,以“弘揚中華尚武精神”為辦賽理念,使其極速駛?cè)肫放莆湫g(shù)賽事行列。昆侖決準確把握市場脈搏,借鑒國內(nèi)外賽事品牌建設(shè)成功經(jīng)驗,以國家理論政策為支撐,確立武術(shù)賽事品牌保護制度,實施全球化武術(shù)賽事品牌定位,以賽事目標消費群為導(dǎo)向,充分挖掘武術(shù)賽事品牌價值,借助規(guī)模經(jīng)濟效應(yīng),規(guī)劃其國際化發(fā)展戰(zhàn)略,助推賽事健康、和諧、快速、高效發(fā)展。
[Abstract]:The brand construction of Wushu competitions in China is the goal of the main body of Wushu events to accumulate the brand value assets of Wushu events. According to the relevant laws and regulations, measures and policies of the national sports industry, it makes full use of the market advantages, and exercises the brand planning and brand construction duties in order to make the Wushu competition brand work in order, and promotes the Wushu competition to realize the brand step by step. The document of the State Council put forward the requirements of "cancelling the examination and approval of sports events, creating brand events" and promoting the development strategy of brand construction of Wushu events at all levels of Wushu competition management. It can stimulate the vitality of the sports competition market, enrich the supply of sports events, and accelerate the development of sports industry to promote sports consumption. Under the big background, it makes the unique national characteristics of Wushu show the potential social value in the diversification of Wushu events, and it is undoubtedly beneficial to strengthen the research on the brand construction of Wushu events. This study is based on the methods of literature research, historical research, field interview, case study and logic research. Through reviewing the core views and logical argumentation of various chapters, the following conclusions are summarized: (1) the construction of Wushu competition brand is the importance of strengthening the management of Wushu events and promoting the core competitiveness of the Wushu competition market. After the reform and opening up, the public has the culture of Wushu events The increase of consumption demand makes the overall value and benefit of Wushu events prominent, the state "accelerate the implementation of brand strategy, cultivate the sports competition brand with Chinese characteristics", and implants national Zheng Ceyuan Su for the brand development of the unique Chinese Wushu competition. (two) the brand construction of Wushu events is to build high quality The core idea of the quality Wushu competition is the key link to promote the brand management of Wushu events. The aim is to guide the management of Wushu events to regulate all levels of Wushu events and to ensure the smooth implementation of the brand building work of Wushu events. (three) since the founding of the people's Republic, the Wushu events in China have been tried and explored (1949-1978), and the restoration and extension of the Wushu competitions have been carried out. Exhibition (1979-1999), flourishing development (2000-2008), transformation and upgrading (2009-) four stages. The first "Wushu Competition Rules >" promulgated, standardized the scientific operation of Wushu competitions, and promoted the Wushu competition to gradually present modern Wushu events. Although Wushu competition owners lack the consciousness of building the brand of Wushu events and the advanced events Brand management concept, but at all levels of Wushu competition management organizations to market oriented, the optimization of Wushu competition resources allocation, make the Wushu competition brand personality gradually distinct, Wushu competition brand positioning is increasingly accurate. With the adjustment of Wushu competition management model and the construction of Wushu competition brand awareness, "please come in." The strategy of Wushu tournament brand construction combined with "going out" will promote the practice and exploration of the comprehensive value of Wushu events in China. Wushu events show diversified development trends under the policy of national sports power. National sports industrial policy promotes the comprehensive benefits of Wushu events and accelerates the brand of Wushu events in China. China's martial arts events are divided into three categories: Wushu routine events, martial arts fighting events and martial arts events. Diversified Wushu events are not only an effective way to promote the continuous breakthrough of Chinese Wushu, but also an indispensable means to ensure the steady promotion of the overall quality of the events. In the course of history, the whole society created a good atmosphere of Wushu, Wushu and Wushu, promoted the formation of the dynamic Wushu competition consumption market, and won the target consumer group for the Wushu competition brand. Through the analysis of the shortcomings of the government, the Wu Association and the market (enterprise) in the brand construction of Wushu competitions in our country, the paper studied the shortcomings of the brand construction of Wushu competitions in China. It is considered that the policy direction is unclear, the construction concept is backward, the training of Wushu competition brand construction team is lagging behind, the brand management consciousness is weak, the theory of Wushu competition brand construction is lagging behind, and the lack of technology and practice service is the original cause of the lagging development of the brand construction of Wushu competitions in our country. (four) although the Wushu competition brand construction is in the martial arts competition It is necessary to play an important role in the process of brand building, but it restricts the development of Wushu events because of its serious problems. Wushu events management department and competition management body create brand Wushu events with weak consciousness and related objective reasons, resulting in the serious homogenization of Wushu events at all levels, thus making Wushu competitions brand. The value has been questioned. (five) the brand planning of Wushu events is the development plan made by the competition management organization to build the brand of Wushu events and realize the economic and social benefits of the competition management organization. The brand strategy of Wushu competition is the fundamental strategy of the competition management organization, which includes the brand building environment of Wushu events and the Wushu competitions. Brand positioning, Wushu competition brand elements design, Wushu competition brand personality, Wushu competition brand value, Wushu competition brand communication and Wushu competition brand extension. Wushu competition brand positioning is the key link of designing, molding, developing and determining the brand image of Wushu events. (six) based on the theoretical construction perspective, the Wushu competition in China The procedure of building the brand is designed. The brand elements of the Wushu competition brand, the personality of the competition brand, the brand value of the competition, the brand spread of the competition and the extension of the competition brand are thoroughly and deeply expounded. The brand recognition system of Wushu events is the meticulous design of the competition image of the Wushu competitions. The brand of Wushu competition shows the corresponding brand value in order to meet the requirements of the function of the target consumer group, emotion and service. The core value of the Wushu competition brand is the core of the brand value of Wushu events, the main components and the connotation of the brand concept. The brand communication of Wushu events is the main body of the events. The circulation process of the media, the target audience and the content of the event dissemination. The Wushu brand has the brand extension function by virtue of the popularity, the recognition and the great brand asset effect, and the successful experience of the brand construction of the brand field by learning and drawing on the successful experience of the brand building. Set up the theory, have positive effect on the practice of brand construction of Wushu competition in our country. (seven) taking the Kunlun original fight competition brand as the research object, this paper makes a systematic analysis on the practice, experience and Enlightenment of the construction of Kunlun final event brand. The research holds that the brand construction of Wushu competitions is to enhance the core competitiveness of the Wushu competition market and promote the promotion of Wushu competition. The effective management of the overall value of the Wushu competition is a continuous and orderly practice. The top level of the national design highlights the new concept, and promotes Kunlun to succeed in setting up the brand image of the Chinese original fighting competition. The idea of "promoting the Chinese martial spirit" will be used by Kunlun. Speed into the ranks of brand martial arts events. Kunlun will definitely grasp the pulse of the market, draw on the successful experience of the domestic and foreign competition brand construction, support the national theory and policy, establish the protection system of Wushu competition brand, implement the brand positioning of the global Wushu competitions, take the target consumer group as the guidance, fully excavate the brand value of Wushu events, help to make full use of the brand value. Scale economic effect, plan its international development strategy, and promote the healthy, harmonious, rapid and efficient development of the tournament.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2016
【分類號】：G852
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本文編號：2030981