体育非营利组织的品牌治理:以奥林匹克为例

Brand Governance of Nonprofit Sports Organizations in View of Olympic Games

无形资产开发与营销是体育非营利组织实体化的关键手段。该文以奥林匹克品牌治理为案例,通过对国际奥委会的品牌发展与管理历史考察,讨论了奥林匹克品牌出现的标志数量增长与分配失控、反埋伏营销的立法正当性危机、品牌效益“兑现”能力趋弱、品牌管理能力缺乏协同等问题,认为国际环境、行业环境、赛事产品等变化,共同导致奥林匹克品牌出现危机。国际奥委会发起品牌治理变革,通过在多元主体中强调“价值共创”与“协同治理”来推动奥林匹克品牌治理社区化。国际奥委会的经验对体育非营利组织营销事务有启迪意义,也为我国体育非营利组织的品牌治理提供参考,推进体育社会组织市场化和产业化。

The development and marketing of intangible assets are the key means for the substantialization of non-profit sports organizations.With the Olympic brand governance as the object of study,through the investigation of the brand development and management history of the International Olympic Committee,this paper analyzed emerging problems such as imbalance between the increase in the number of logos of the Olympic brand and the out-of-control distribution,the difficulties in the legislative legitimacy of anti-ambush marketing,the weak ability to obtain the brand benefits,and the lack of collaboration in brand management capabilities.It was believed that changes in the international environment,industry environment and event products led to the crisis of the Olympic brand.The International Olympic Committee initiated the reform in brand governance and promoted the community Olympic brand governance by emphasizing“value co-creation”and“collaborative governance”among multiple subjects.The experience of the International Olympic Committee was enlightening to the marketing affairs of non-profit sport organizations,provided references for the brand governance of non-profit sports organizations and promoted the marketization and industrialization of social sport organizations in China.