广西群众体育与竞技体育品牌项目协同发展研究

Collaborative Development of Well-known Brand Events of Mass Sports and Competitive Sports in Guangxi

运用文献资料法和逻辑分析法,对广西群众体育与竞技体育品牌项目协同发展问题进行研究。认为,广西群众体育与竞技体育品牌项目发展取得了一定的成绩,在各自领域都形成了一定的品牌项目和品牌赛事活动,但二者在协同发展方面还存在品牌交融度低、品牌文化不成熟、品牌资源效率不高等问题。指出,应该综合运用共同品牌策略、拓展品牌策略、创新品牌策略和网络传播品牌策略,加强群众体育和竞技体育品牌项目的培育、推广和协同发展,为全民健身战略和体育强国建设提供参考。

By methods of literature and logical analysis,this article studies the issue of collaborativedevelopment of well-known brand events of mass sports and competitive sports in Guangxi.It is believed in this article that well-known brand events of mass sports and competitive sports in Guangxi has made some achievements,and in their respective fields,both have formed a certain brand events and brand sports competitions,but thereare still some problems such as the low-blendingamong brands,immature brand culture and low brand resource efficiency.To provide reference for our national fitness strategy and the construction of a powerful sports country,some measures are proposed including the integrated use of shared brand strategy,widening branding strategy,innovating branding strategy and branding strategy spread over internet,strengthening the brand cultivation,promotion and collaborative developmentof mass sports and competitive sports.