摘要
运用文献资料法、逻辑分析法、案例研究法对奥林匹克运动会,特别是北京奥运会的赛事品牌规划、传播和运维进行回顾和梳理。奥林匹克运动会在品牌识别、品牌定位、品牌保护上都有良好规划,形成了较个性的赛事品牌风格;在品牌传播上呈现多方共赢的商业化、特色鲜明的国际化和全方位的立体化特征;在品牌运维上形成了较为成功和成熟的模式。基于奥林匹克运动会品牌管理经验,从品牌管理相关理论出发,提出2022年杭州亚运会需在奥林匹克运动会的统领下做好赛事品牌管理,在品牌规划方面,需要有清晰的赛事品牌定位、完整的识别系统和高品质的赛事;在品牌传播方面,需要将赛事品牌建设和传播纳入赛事筹办的总体部署中,做好政府、企业、媒体、消费者多元传播的整合,最大限度地提升亚运会赛事品牌在目标受众心中的知名度、认知度和美誉度;在赛事品牌运维方面,在赛事筹办和执行过程中,强调赛后遗产的传承与保护;有条件可以成立杭州体育产业集团,促进亚运场馆和品牌资源有效开发。
By using the methods of literature review,logical analysis and case study,this study reviewed and combed the brand planning,communication,operation and maintenance of the Olympic Games,especially the Beijing Olympic Games.The Olympic Games have a good plan in brand identification,brand positioning and brand protection,forming a more personalized brand style of the event;in the brand communication,the Olympic Games present a multi-win commercialization,distinctive internationalization and all-dimensional three-dimensional features;and have a more successful and mature model in brand operation and maintenance.Based on the experience of brand management of the Olympic Games,starting from the theory of brand management,this study proposed that the Hangzhou 2022 Asian Games needs to be managed under the leadership of the Olympic Game:in terms of brand planning,it is necessary to have a clear brand positioning,a complete identification system,and high quality event;in terms of brand communication,it is necessary to integrate the brand construction and communication of the event into the overall arrangement of the event preparation,integrate the diversified communication among the government,enterprises,media and consumers,and maximize the popularity,awareness and reputation of the event brand of the Asian Games in the hearts of the target audience;in the aspect of brand operation and maintenance of the event,in the process of event preparation and implementation,the inheritance and protection of heritage after the event shall be emphasized;if possible,Hangzhou sports industry group can be established to promote the effective development of venues and brand resources for the Asian Games.
作者
易剑东
范英丽
YI Jian-dong;FAN Ying-li(School of Physical Education&Health,Wenzhou University,Wenzhou 325035,Zhejiang China;School of Physical Education,Nanchang Hangkong University,Nanchang 330063,Jiangxi China)
出处
《北京体育大学学报》
CSSCI
北大核心
2020年第6期45-52,共8页
Journal of Beijing Sport University
基金
2016年国家社会科学基金重大项目(项目编号:16ZDA226)。
