亚运背景下浙江体育赛事品牌化建设研究

Study on the Branding of Commercial Sports Svents in Zhejiang in the Context of the Asian Games

第19届亚运会将在杭州举行,这必将对杭州城市社会、经济、文化以及城市居民的生活方式等产生积极的影响。浙江省提出以系统化理念、数字化引领体育发展,努力把体育建设成为共同富裕示范区“重要窗口”中的重要内容;而杭州市提出以亚运为契机,把杭州打造成国际体育赛事之都。在这一背景下体育赛事品牌化建设已成为浙江尤其是杭州市城市体育发展不可回避的问题。研究以国际体育发达城市为参照,运用专家访谈、问卷调查、实地调研等方法对浙江体育赛事品牌化建设问题进行研究,揭示了在体育赛事品牌化建设中存在的主要问题,为打造具有鲜明浙江有特色、在国内外具有影响力的体育赛事品牌以及杭州市打造国际体育赛事之都提供对策与建议。

The 19th Asian Games will be held in Hangzhou,which will undoubtedly have a beneficial impact on the city's society,economy,culture,and the way urban residents live their lives.Zhejiang Province has proposed that it will take the lead in the development of sports with a systematic concept and digitalization,focus on the integration of sports with health care,industry,tourism,rural revitalization,and other development strategies,and work towards building sports as an important element in the"important window"of the demonstration area of common wealth.The city of Hangzhou is planning to capitalize on the opportunity presented by the Asian Games to establish Hangzhou as the center of all international sporting competitions.In light of this,the process of branding sporting events has emerged as an essential driving force behind the expansion of the sports sector in the province of Zhejiang.This study uses expert interviews,questionnaires,and field research to study the branding of commercial events in Zhejiang,reveal the problems in the branding process and provide a reference basis for building a distinctive and influential commercial sports brand in Zhejiang.