上海城市赛事品牌形象建设的历程、问题与建议

The Course,Problems and Suggestions of Shanghai Urban Games

赛事品牌形象塑造是检验上海办赛质量和推进国际体育赛事之都建设的必然要求。运用文献资料法、逻辑推理法等,纵向回顾了上海赛事品牌形象建设的发展历程,横向借鉴了其他城市的经验,从而归纳上海赛事品牌形象建设的特征及不足,并在此基础上提出推进上海赛事品牌形象建设的对策建议:强化品牌意识,科学合理地推进上海赛事的品牌定位;加强视觉设计,提升上海赛事品牌的识别度和美誉度;优化品牌认证,构建上海赛事品牌整合营销传播体系;强化产权、有效运作,开展上海赛事无形资产保护专项行动等。

The shaping of the event brand image is an inevitable requirement for testing the quality of Shanghai hosting the event and promoting the construction of the international sports event city.By using the method of literature review and logical reasoning,the study analyzes the characteristics and inadequacies of Shanghai event brand image design by reviewing vertically and horizontally the process of Shanghai event brand image development.On this basis,it puts forward policy recommendations to promote Shanghai event brand image design,namely,strengthening brand awareness to scientifically and rationally promote the brand positioning of Shanghai events;boosting visual design to enhance the recognition and reputation of the Shanghai event brand;optimizing brand certification to build an integrated marketing communication system for Shanghai sports event brands,and highlighting property rights to carry out special actions to protect intangible assets of the event.