体育会展品牌运营关键成功因素及品牌资产提升研究

Key Factors of Success of Brandname Operation and Improvement of Brandname Capital in Sports Exposition

随着我国体育产业的迅猛发展,在会展市场细分的结果下,体育会展作为我国体育产业新的经济增长点,伴随其快速成长开始越发引人注目。对体育会展的基本内涵进行了界定,剖析了国际品牌体育会展发展的成功经验,提出我国体育会展业应走品牌化运作和特色化发展之路,为我国发展体育会展提供战略思路和对策参考。

With the rapid development of the sports industry in China, the sports exposition has become a new economic growth point whose rapid development has attracted more and more attention. The paper discusses the definition of the sports exposition and analyses the experiences of the international brandname sports exposition development. The paper also proposes the development ways of the Chinese sports exposition, featured with brandname operation and unique features, so as to provide references for the strategic counterneasures for the development of the Chinese sports exposition.