梅州打造足球城市品牌的研究
發(fā)布時(shí)間：2019-05-12 16:59
【摘要】：借助梅州打造足球城市品牌的契機(jī),總結(jié)足球城市品牌發(fā)展過程中的理論系統(tǒng)。結(jié)合梅州實(shí)際,對(duì)足球城市品牌的內(nèi)外部環(huán)境、現(xiàn)狀和實(shí)施路徑進(jìn)行分析研究,得出相應(yīng)結(jié)論。以期為梅州打造足球城市品牌提供一定程度的理論指導(dǎo)和新的思路。本文以梅州足球城市品牌為研究對(duì)象,結(jié)合文獻(xiàn)資料法、訪談法、SWOT分析法、實(shí)地考察法、問卷調(diào)查法,主要從三個(gè)方面進(jìn)行分析研究:一是闡述城市品牌與體育城市理論背景,梅州打造足球城市品牌的理論基礎(chǔ)。二是根據(jù)理念、管理、傳播、印象四大系統(tǒng)理論框架,結(jié)合問卷及訪談的調(diào)研數(shù)據(jù)來分析梅州足球現(xiàn)狀,用sowt分析法剖析梅州足球品牌發(fā)展的環(huán)境;三是通過城市品牌定位系統(tǒng)明確梅州足球品牌定位過程,提出打造梅州足球品牌和足球產(chǎn)業(yè)的具體策略。最后得出的主要結(jié)論如下:(1)宏觀政策利好和深厚的足球文化底蘊(yùn),為梅州打造足球城市品牌提供了良好的基礎(chǔ),與此同時(shí)人才結(jié)構(gòu)、管理機(jī)制、運(yùn)行機(jī)制等方面的缺失已成為主要制約因素。(2)足球城市品牌對(duì)于梅州足球文化可持續(xù)發(fā)展、提高城市影響力、帶動(dòng)經(jīng)濟(jì)發(fā)展方面都會(huì)起到很大的積極作用,同時(shí)也要面對(duì)資源競爭、和資本市場不穩(wěn)定的挑戰(zhàn)。(3)梅州打造足球城市品牌,要將城市硬實(shí)力(場地設(shè)施、人才資源、資金投入等)和軟實(shí)力(文化理念、規(guī)劃設(shè)計(jì)、組織建設(shè)等)有機(jī)融入,才能全面提升品牌的影響力。(4)將足球定位為梅州城市品牌是一種明智之舉,通過合理的足球內(nèi)外部資源整合,科學(xué)的產(chǎn)業(yè)布局、有效的品牌策略運(yùn)用,梅州足球城市品牌的明天令人期待。
[Abstract]:With the help of Meizhou to build a football city brand opportunity, summed up the football city brand development process of the theoretical system. Combined with the reality of Meizhou, the internal and external environment, present situation and implementation path of football city brand are analyzed and studied, and the corresponding conclusions are drawn. In order to provide a certain degree of theoretical guidance and new ideas for Meizhou to build a football city brand. This article takes the Meizhou football city brand as the research object, unifies the literature material method, the interview method, the SWOT analysis method, the field investigation method, the questionnaire survey method, This paper mainly analyzes and studies from three aspects: first, it expounds the theoretical background of urban brand and sports city, and the theoretical basis of building football city brand in Meizhou. Second, according to the concept, management, communication, impression of the four systematic theoretical framework, combined with questionnaires and interviews to analyze the current situation of Meizhou football, using sowt analysis to analyze the development environment of Meizhou football brand; The third is to clarify the process of Meizhou football brand positioning through the urban brand positioning system, and put forward the specific strategies to build Meizhou football brand and football industry. Finally, the main conclusions are as follows: (1) the good macro policy and profound football culture provide a good foundation for Meizhou to build the brand of football city, at the same time, the talent structure and management mechanism, The lack of operation mechanism has become the main restrictive factor. (2) the football city brand will play a very positive role in the sustainable development of Meizhou football culture, the improvement of urban influence and the promotion of economic development. At the same time, we should also face the challenge of resource competition and the instability of capital market. (3) Meizhou should build a football city brand and make hard power (venue and facilities, talent resources, capital input, etc.) and soft power (cultural concept, planning and design) and soft power (cultural concept, planning and design). Organizational construction, etc.) in order to enhance the influence of the brand in an all-round way. (4) it is a wise move to position football as a Meizhou city brand, through reasonable integration of internal and external resources of football, scientific industrial layout, Effective brand strategy application, Meizhou football city brand tomorrow is expected.
【學(xué)位授予單位】：廣州體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G843
本文編號(hào)：2475527
[Abstract]:With the help of Meizhou to build a football city brand opportunity, summed up the football city brand development process of the theoretical system. Combined with the reality of Meizhou, the internal and external environment, present situation and implementation path of football city brand are analyzed and studied, and the corresponding conclusions are drawn. In order to provide a certain degree of theoretical guidance and new ideas for Meizhou to build a football city brand. This article takes the Meizhou football city brand as the research object, unifies the literature material method, the interview method, the SWOT analysis method, the field investigation method, the questionnaire survey method, This paper mainly analyzes and studies from three aspects: first, it expounds the theoretical background of urban brand and sports city, and the theoretical basis of building football city brand in Meizhou. Second, according to the concept, management, communication, impression of the four systematic theoretical framework, combined with questionnaires and interviews to analyze the current situation of Meizhou football, using sowt analysis to analyze the development environment of Meizhou football brand; The third is to clarify the process of Meizhou football brand positioning through the urban brand positioning system, and put forward the specific strategies to build Meizhou football brand and football industry. Finally, the main conclusions are as follows: (1) the good macro policy and profound football culture provide a good foundation for Meizhou to build the brand of football city, at the same time, the talent structure and management mechanism, The lack of operation mechanism has become the main restrictive factor. (2) the football city brand will play a very positive role in the sustainable development of Meizhou football culture, the improvement of urban influence and the promotion of economic development. At the same time, we should also face the challenge of resource competition and the instability of capital market. (3) Meizhou should build a football city brand and make hard power (venue and facilities, talent resources, capital input, etc.) and soft power (cultural concept, planning and design) and soft power (cultural concept, planning and design). Organizational construction, etc.) in order to enhance the influence of the brand in an all-round way. (4) it is a wise move to position football as a Meizhou city brand, through reasonable integration of internal and external resources of football, scientific industrial layout, Effective brand strategy application, Meizhou football city brand tomorrow is expected.
【學(xué)位授予單位】：廣州體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G843
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