本文選題：全國排球聯(lián)賽　切入點：品牌　出處：《河南大學》2008年碩士論文

【摘要】： 高水平競技體育作為帶動體育產(chǎn)業(yè)發(fā)展的龍頭,必須著力提高項目的競爭力和吸引力,以引起更多觀眾的注意和興趣,使其參與體育消費,進而帶動體育產(chǎn)業(yè)的發(fā)展。在精神產(chǎn)品供過于求的時期,不同體育項目對群眾的競爭更趨白熱化,與產(chǎn)品短缺時代有所不同,消費者的注意力變成了稀缺資源,加之消費的個性化特點日漸突出,品牌運營將是高水平競技項目職業(yè)化的首選戰(zhàn)略。 全國排球聯(lián)賽已經(jīng)舉辦了12屆,經(jīng)過這些年的發(fā)展經(jīng)營,它已經(jīng)成為中國排球協(xié)會影響最大、范圍最廣、時間最長、參加人數(shù)最多、水平最高的一項賽事。但同時,隨著市場經(jīng)濟的發(fā)展,全國排球聯(lián)賽面臨的挑戰(zhàn)也越來越多,一方面,人們的精神文化生活極大豐富,可供人們選擇的娛樂活動和體育表演活動越來越多;另一方面,則是由于排球項目本身的特點,相對于足球、籃球等激烈對抗性項目而言,排球比賽的身體對抗性不強,對消費者的刺激性和吸引力不足。因此,全國排球聯(lián)賽要想更好的進行,就要實施品牌營銷策略,通過塑造聯(lián)賽品牌與消費者之間建立起情感的紐帶,激起消費者的親近感、熱愛感和信任感。對全國排球聯(lián)賽品牌影響因素的分析及營銷策略的研究就具有特別重要的意義。 本文運用的研究方法有:文獻資料法、問卷調(diào)查法、數(shù)理統(tǒng)計法、邏輯分析法。 本文通過對2007-2008安踏全國排球聯(lián)賽的消費者、組委會決策者進行調(diào)查,調(diào)查結(jié)果顯示:全國排球聯(lián)賽的知名度、消費者對聯(lián)賽的喜愛程度不高,比賽精彩度不夠,對聯(lián)賽的總體印象也一般。影響全國排球聯(lián)賽品牌的因素主要包括球隊的成績;比賽精彩度;合理的門票價格;服務質(zhì)量;媒體宣傳;球星隊員;運動員文化素質(zhì)、道德水平;運動員自身形象等。 因此,全國排球聯(lián)賽的營銷策略應著重于:豐富比賽內(nèi)容,提高比賽觀賞性;提高比賽質(zhì)量;樹立以消費者需求為中心的品牌營銷理念;制定合理的價格;加強廣告宣傳;加強對球星的包裝和推廣;提高運動員的文化素質(zhì)和道德水平,注重自身形象;提高服務質(zhì)量;加強發(fā)展與公共關系的合作;確立個性化名稱和標志;不斷創(chuàng)新;引進高水平的經(jīng)營管理人才。 建議:品牌是全國排球聯(lián)賽重要的無形資產(chǎn)與核心競爭力,是我國排球聯(lián)賽長期、穩(wěn)定、健康發(fā)展的關鍵,聯(lián)賽組委會應增強品牌意識,把品牌營銷作為聯(lián)賽發(fā)展的核心策略之一。全國排球聯(lián)賽有關部門應及時對消費者進行市場調(diào)查,了解消費者需求,結(jié)合聯(lián)賽的實際情況,滿足消費者需求。品牌名稱和標志設計的好,就很容易在消費者心目中留下深刻的印象,也容易打開市場銷路,增強品牌的市場競爭能力,因此中國排球協(xié)會應設計一個醒目、獨特、能充分代表全國排球聯(lián)賽的名稱和標志。聯(lián)賽組委會和各賽區(qū)委員會應加強與當?shù)氐墓碴P系,與媒體合作,做好聯(lián)賽宣傳工作,推出聯(lián)賽明星和主場球星,讓更多人了解全國排球聯(lián)賽的精彩程度,喜愛排球聯(lián)賽,加強對聯(lián)賽的總體印象,以提高全國排球聯(lián)賽品牌。
[Abstract]:The high - level competitive sports as the leader to drive the development of sports industry must focus on improving the competitiveness and attraction of sports industry , so as to attract more attention and interest to participate in sports consumption , so as to drive the development of sports industry . In the period of supply and supply of spiritual products , the competition of different sports items to the masses becomes more and more white , and the consumer ' s attention becomes scarce resources . The personalized characteristics of consumption are increasingly prominent , and the brand operation will be the first choice strategy for the professional development of high - level competitive sports .


At the same time , with the development of the market economy , there are more and more challenges to the volleyball match . On the other hand , with the development of the market economy , the national volleyball league faces more and more challenges . On the other hand , because of the characteristics of the volleyball project itself , it is necessary to implement brand marketing strategy . Therefore , it is of special significance to analyze the influencing factors of the national volleyball league brand and the research on marketing strategy .


The research methods used in this paper include : literature , questionnaire , mathematical statistics and logical analysis .


Through the investigation of the consumers and the organizing committee decision makers of the National Volleyball League 2007 - 2008 , the survey results show that the popularity of the national volleyball league is not high , the competition is not good enough , and the overall impression of the league is general . The factors that influence the national volleyball league brand include the team ' s achievements , the game highlights , the reasonable ticket price , the quality of service , the media publicity , the player ' s cultural quality , the moral level , the athlete ' s own image and so on .


Therefore , the marketing strategy of the national volleyball league should focus on : enriching the content of the competition , improving the watching ability of the competition , improving the quality of the competition , establishing the brand marketing concept with the consumer demand as the center , establishing reasonable price , strengthening the cooperation between the development and public relations , establishing the personalized name and mark , and continuously innovating ; and introducing the high - level management talents .


Suggestion : The brand is the important intangible asset and the core competitiveness of the national volleyball league . It is the key to the long - term , stable and healthy development of the volleyball league of our country . The organizing committee should strengthen the brand awareness and take the brand marketing as one of the core strategies of the league development .

【學位授予單位】：河南大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：G842

【引證文獻】

相關碩士學位論文 前4條

1 葛棟棟;中國男子籃球職業(yè)聯(lián)賽品牌提升的策略研究[D];首都體育學院;2011年

2 侯帥;外籍球員的引進對中國排球職業(yè)化的影響[D];蘇州大學;2011年

3 王婷婷;北京市品牌賽事形成的研究[D];首都體育學院;2010年

4 唐長青;中國足球協(xié)會超級聯(lián)賽品牌提升的策略研究[D];湖南師范大學;2010年

，

本文編號：1709118