定位理论视域下全国体育大会定位研究

Study on the Location of National Sports Meetings from the View of Positioning Theory

运用文献资料、逻辑分析等方法,在定位理论视域下对全国体育大会的定位内容、定位原则、定位策略等问题进行深入探究与分析.研究认为:在定位理论视域下准确为全国体育大会定位,应选择体育大会形象、赛事组织管理和市场开发为定位内容;定位过程中应严格遵循定位理论的简单性、稳定性、质量取胜和突出焦点四原则;采用强化已有定位、比附定位、单一位置策略、寻找空隙策略、类别品牌定位和再定位六策略,突出体育大会在办赛理念、项目设置、参赛方式、奖励方式、市场开发等方面的差异性,形成核心竞争力,创造与其它大型综合性运动会建设性合作的机会,让公众为体育大会定位,力争使体育大会在公众心智中占据一个有价值的位置.

This paper studies the location contents, location principles and location strategies of national sports meetings from the view of positioning theory by means of literature review and logic analysis. It is thought that location contents should include sports meeting images, the organization and management of sport events and market exploitation. Simplicity, stability, quality and emphasizing focus are the location principles that should be strictly followed. The six location strategies can be applied so as to emphasize the differences in sports idea, sports events setting, participation method, reward rule and market exploitation etc, form the core competition, create opportunities of cooperating with other general sports meetings, give the public the right to locate sports meeings so that the sports meetings can be valuable in public mind.