全运会品牌识别系统建构研究

Research on Construction of National Games Brand

全运会品牌建设缺失致使每届全运会的市场开发都从零开始,全运会品牌建设分为品牌核心识别系统和外在品牌识别系统。在基于全运会主要利益相关者和全运会属性分析的基础上,基于有限制地语义联想的实证研究法总结概括了全运会竞技体育、全民参与、全运文化、全运经济四方面属性,提炼了全运会核心内涵"展竞技风采,迎经济腾飞,享激情参与,创民族辉煌"。并在此基础上分析全运会外延品牌表现的不足,指明了外延品牌的建设路径。这对全运会品牌建设具有极高的理论与现实指导意义。

The absence of the National Games brand cause market development of every the Na- tional Games at the beginning of zero. The construction of the National Games brand includes core identification system andexternal identification system. Based on the analysis of external stakeholder and attribute of the National Games, this paper draw an conclusion about four at- tributes .. competitive sports, the people participation, culture and economic, make a summary of core cormotation .. the presentation of marvelous, the meeting of economic takeoff, the enjoyment of passion of participation, the creative of national prominence by empirical research, then points out the shortcoming of external brand and gives an direction for construction. It is high-ly significant of theory and reality for construction of National Games Brand.