英国小众体育赛事体系品牌建构经验研究——以斯诺克三大赛为例

A Study on the Brand Building Experience of British Niche Sports Events——A Case Study on the Snooker Triple Crown

新时代背景下,我国群众体育需求呈现多元化、多样化、层次化特征。在大众化体育项目需求被不断满足的现状下,小众体育项目同样值得关注与发展。本文采用文献资料法、定性研究法等研究方法,以英国斯诺克三大赛为例,总结斯诺克三大赛在自身品牌构建方面的经验路径。研究认为:在小众体育赛事领域,英国在文化耦合、资本助力、城市与赛事的互动、现代化营销等方面具有独特理解。据此,建议我国:(1)提升小众体育赛事发展的战略地位;(2)协调多元主体开展科学指导,引导群众积极参与小众体育活动;(3)鼓励多元社会力量参与,共建共享小众体育赛事体系;(4)以品牌为导向,辐射本土赛事品牌影响力;(5)相关机构相互合作,完善赛事效应的评估与反馈。

In the context of the new era,mass sports in China are characterized by diversified and hierarchical demands.While the demand for popular sports projects continues to be met,niche sports projects also deserve attention and development.This study uses methods such as literature review and qualitative research to summarize the experience and path of brand building in the Snooker Triple Crown,as an example of niche sports events in the United Kingdom.The study believes that in the field of niche sports events,the UK has a unique understanding of cultural coupling,capital support,interaction between cities and events,and modern marketing.Based on this,the study suggests that China should:(1)enhance the strategic position of niche sports event development;(2)coordinate diverse stakeholders to provide scientific guidance and encourage active participation in niche sports activities;(3)encourage diverse social forces to participate in and jointly build the niche sports event system;(4)adopt a brand-oriented approach to enhance the influence of local event brands;(5)promote collaboration among relevant organizations to improve the evaluation and feedback of event effects.