国内体育赛事品牌研究的进展与反思

Progress and Introspection of Domestic Sports Competition Brand Researches

品牌建设是商业发展的重要战略,伴随着体育竞赛政策的驱动,赛事品牌建设逐渐成为了体育产业发展的重要抓手。本研究采用文献资料法,通过对国内2007年至2019年体育赛事品牌文献的梳理,对比品牌学研究的梳理发现:当前国内体育赛事品牌研究主要偏重于品牌运作的宏观视角,诸多热点研究均未得到应有的关注。未来在研究内容上,品牌赛事关系、品牌资产研究方面是两个值得关注的领域;相应地,在研究范式上,质性研究则具有一定的适切性,结合自下而上的范式能够更好地拓宽宏观视角;此外,本土化体育赛事品牌研究还有待开发。这为未来国内体育赛事品牌研究以及体育赛事品牌建设提供了一定参考借鉴。

Brand construction is the important strategy of business development,with the driving of sports competition policy,competition brand construction gradually becomes the key in the development of sports industry.By carding the domestic sports brand researches in 2007-2019,contrast brand study,we found:the current domestic sports brand research mainly focus on the perspective of brand operation,many hot spots of research has not been paid deserved attention.In future perspective of research,brand competition relationsship and brand equity are two notable research field;Accordingly,on the research paradigm,qualitative research are of certain relevance,combining with bottom-up paradigm that can broaden the macro perspective;In addition,the local sports brand theory research remains to be developed.It for provides the certain reference for the future research as well as our country sports brand construction.