体育节庆活动品牌发展研究——以山东省大型体育节庆活动为例

Sports Festival Brand Development ——A Case Study of Major Sports Festival Activities in Shandong Province

运用文献资料法、实地考察法、专家访谈等研究方法,对山东省大型体育节庆活动发展现状及存在问题进行了全面的剖析。研究发现:山东省大型体育节庆活动存在创新动力不足,后期发展乏力;运营管理专业化水平较低,产业化程度不高;节庆服务质量低下,生态环境有待改善;民俗体育功能异化,群众基础逐渐流失等问题。建议:正本清源,转变节庆活动经营理念;建设节庆产业化运营公司,细分体育节庆旅游市场;重视受众感知价值,强化节庆品牌管理意识;走"整体性保护"发展之路,鼓励城乡共同参与。旨在促进体育节庆活动品牌的可持续发展,并为体育节庆活动的相关机构、组织等提供借鉴和参考。

Through literature study, field survey and expert interview, present situation and existing problems of sports festival activities in Shandong Province were analyzed. It could be seen that large scale sports festival activities were faced with lots of problems. Firstly, the sustainable development was not taken into consideration. Moreover, service was not satisfactory. Ecological environment was not good. Management lagged behind. And there were not enough people partic- ipating in the activities. To solve the problems, sports festival related industry should be established and the sports festi- val tourism market should be clearly defined. More should be done on creation of sports festival brand, preservation and development of the sports festivals through joint efforts of the cities and the countryside, etc.