奥运会品牌管理经验及对我国体育赛事品牌创建的启示

The Management Experience of Olympic Games and Enlightenment to Building Sports Events Brand in China

奥运会是世界上最有影响力的体育赛事品牌,其品牌管理经验对我国体育赛事品牌创建具有重要参考价值。研究认为,奥运会品牌管理的主要成功之处有:形成了产品、组织、个人和符号相统一的多维品牌识别系统;定位于全人类"和平、友谊、团结、进步"的文化盛宴;多品牌组合加速其品牌国际化进程;形成了一系列有利于资产提升的品牌保护措施。针对我国体育赛事品牌建设中的一些问题,应做到:以消费者为导向建立与完善品牌识别体系;形成品牌传播参与各方利益共享的长效机制;从人财物等方面推进品牌国际化;确保品牌建设有章可循。

The Olympic Games is the most influential sports brand all over the world and the management experience of the Olympic Games is worth learning and thinking for us. Studies point out that the Olympic Games has been successful due to several reasons： Firstly, the Olympic Games is a multidimensional brand recognition of products, organizations, individuals and symbols. Secondly, the Olympic Games is a cultural feast of the world which is characterized by ＂Ipeace, unity, friendship and progress＂. Thirdly, throughout the years, multi-brands portfolio has boosted its speed to develop internationally. Finally, a series of measures to protect brands and promote assets have been taking effect. According to problems existing in sports brands building process in China, this paper points out that： To create and perfect the brand recognition system oriented to consumers. To build up a lasting system that brands development can share benefit from all parties. To develop internationally with the help of human, finance and property, etc. To create regulations and laws that brands building can refer to.