体育赛事品牌化发展研究

On the Branding Development of Sports Events

市场经济条件下,体育赛事必须向品牌化方向发展,才能避免同质化恶性竞争。塑造体育赛事品牌,应全面更新发展观:增强赛事权威性和持续规律性、提升赛事商业思维逻辑、突出文化上的重要性。初步提出了中国体育赛事品牌化发展路径选择:培育和涵养忠诚观众、借鉴域外经验、吸引优秀运动员参赛、给赛事加上光环。

Under the condition of market economy, the sporting events must be developed in the direction of branding, to avoid vicious competition homogeneity. Shaping ports brand should fully update development view： enhancing competition authority and regularity, improving the business thinking logic of competition, highlighting the importance of culture. The route choice of the development of Chinese sports brand is put forward： breeding and cultivating loyal audience, using the experience of outside for reference, attracting good athletes to take part in, adding rings to the events.