环太湖国际公路自行车赛赛事品牌研究

Brand research on international cycling race around Taihu Lake

以赛事品牌建设为研究对象,以环太湖国际公路自行车赛为调查对象,采用文献资料、田野调查、专家访谈和逻辑分析等方法对环太湖公路自行车赛赛事品牌建设进行研究分析。研究结果表明:环太湖国际公路自行车赛的品牌识别主要由赛事品牌标识、赛事品牌文化、赛事质量构成;环太湖国际公路自行车赛的品牌定位主要为体育性定位和商业性定位两个层面;赛事品牌传播主要包括赛事品牌形象传播、内容传播、公关传播及赛事品牌的传播媒介;最后,环太湖自行车赛的赛事品牌管理需要优化设置组织机构及建立健全赛事规章制度。

With the construction of the event brand as the subject,and with the Taihu Lake international road cycling race as the investigation case,this paper made the research and analysis of the brand construction of the Taihu Lake road cycling race by literature,field investigation,expert interview and logical analysis. The results show that the brand identity of the Taihu Lake International Road Cycling Race is mainly composed of the brand identity of the event,the brand culture of the event,and the quality of the event. The brand positioning of the Taihu Lake International Road Cycling Race is mainly the sports positioning and commercial positioning. Finally, its event brand management needs to optimize the organization and establish a sound competition rules and regulations system.