摘要
体育运动与城市发展有着密不可分的联系,城市体育品牌塑造是经营城市理念的延伸,是提高城市竞争力的有效途径。本文以品牌塑造理论为基础,从城市体育品牌及其塑造的涵义、过程和策略三个方面论述了城市体育品牌塑造。研究表明:城市体育品牌塑造包括内外部环境考察、城市体育品牌的定位、设计、营销和管理五个环节,可采取优化城市体育品牌塑造环境,成立城市体育品牌塑造管理机构,培养城市体育品牌管理专业人才,推广和传播城市体育文化四个方面的塑造策略。
Sport is connected closely with city development, cultivation of city sport brand is the extension of man- aging city opinion and the effective approach of improving city＇ s competition power. Based on cultivation theory of city sport brand, this paper discussed connotation, process and countermeasures of city sport brand cultivation. The research results showed： city sport brand cultivation included environment investigation, brand orientation, brand design, brand marketing and brand management, such strategies of city sport brand cultivation can be taken that improving environment, establishing special management institution, training specialized personnel, extending and spreading city sport culture.
出处
《福建体育科技》
2012年第6期4-6,共3页
Fujian Sports Science and Technology
基金
国家体育总局体育社会科学课题"珠江三角洲体育现代化研究"(1363SS09052)阶段性成果
