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运用文献资料等研究方法,对劳伦斯世界体育奖的品牌塑造策略分析.认为劳伦斯世界体育品牌塑造策略主要是:差异化的属性定位;树立社会公益的理念;同质化的奖项质量;高贵的个性塑造;简约而不简单的视觉形象设计;依托事件营销进行品牌推广. 相似文献
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城市体育元素已成为城市品牌战略的重要组成部分和城市品牌营销的重要手段,梳理城市体育元素对城市品牌识别和建构的作用,对促进城市发展和提升城市形象等方面具有重要的指导价值,为此,运用文献资料法、案例分析法等方法研究了当前世界部分城市开发与建设通过城市体育元素促进城市品牌识别和建构的实践经验,探讨城市体育元素在城市品牌识别和建构中的作用。研究认为,城市体育元素对于城市品牌识别的作用在于：融入城市品牌识别系统,凝练凸显城市品牌的个性特征,通过突出城市理念识别、展示城市视觉识别、重塑城市行为识别、体现城市地缘识别、形塑城市人文识别和建构城市制度识别6个维度来建构独特的城市品牌识别系统,实现城市品牌标识度的提升;对于城市品牌建构的作用在于：从城市品牌主张升级、品牌形象升级、品牌传播升级和品牌体验升级这4个方面推进城市品牌的建构与战略升级,彰显城市品牌的魅力。 相似文献
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城市文化是城市生存的基础和城市人生活的精神支柱,对城市发展有重要的作用.现代体育在接受城市文化影响的同时,也对城市体育文化的建设产生重要作用.塑造现代体育文化应该从硬件和软件两个方面人手. 相似文献
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城市中的体育元素具体分为项目类、资源类、空间类、产业类、文化类和精神类,并与城市品牌区位、资源、设施、文化和人才等载体相对应,发挥出影响城市品牌系统结构的基础性作用。借助产业型、资源型、赛事型和复合型等不同体育品牌模式及其定位策略引领并提升了城市品牌系统演化过程。体育元素在一定程度上反映出城市品牌系统发展的未来走向。 相似文献
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我国中部城市体育健身俱乐部品牌发展的影响因素与对策研究 总被引：3，自引：0，他引：3
南昌、武汉、郑州3市是我国中部地区的重要城市,其体育健身俱乐部品牌发展具有中部城市健身行业发展的典型特征。因此,以3市36家体育健身俱乐部为主要研究对象,通过文献资料调研、问卷调查、数理统计等方法研究我国中部城市体育健身俱乐部品牌发展现状与影响因素,有针对性地实施品牌促进策略。结果表明,客观环境、品牌管理、营销手段、产品个性特点、消费者个性特征及生活方式等是影响体育健身俱乐部品牌发展的重要影响因素,建议政府积极加强市场引导,采取扶持政策;品牌经营者要树立品牌意识,以消费者为中心,进行市场细分,注重品牌个性与创新能力培养。 相似文献
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运用文献资料、问卷调查、数理统计等研究方法，对我国城市青少年实物性体育消费品品牌的拥有情况进行了调查和分析，目的在于为企业、商家扩大品牌知名度，正确设计体育消费品的品牌个性和营销策略提供依据。 相似文献
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本文以体育文化对城市品牌建设促进为视角,结合文化价值、品牌形成、品牌价值管理等方面的理论知识,从经济学、管理学、文化学、休闲学等多学科角度探讨体育文化与城市品牌建设协同发展的有效形式,深入认识城市体育文化品牌价值形成的内在机制,为进一步有效、合理、长远的发展体育文化,以及更好地推动城市现代化、国际化、品牌化进程提供依据。 相似文献
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论城市体育品牌及广州城市体育品牌的确定 总被引：3，自引：0，他引：3
以文献研究为主要方法,以品牌的定义为逻辑开端,重点研究城市体育品牌.阐述城市体育品牌与城市品牌的关系,城市体育品牌的界定、基本特征及其意义等.以广州市的羽毛球运动为例,探讨城市体育品牌确定的依据. 相似文献
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2019年山西承办二青会是塑造太原市城市品牌的重要契机。本文运用文献资料法、比较分析法梳理城市品牌的内涵,提出城市品牌要素包括城市有形资产、无形资产、经济发展水平、产品质量与服务、文化底蕴5个要素。通过分析二青会筹备期间与太原市城市品牌要素的互动,建议后二青会时代需通过优化城市有形资产、保护赛事无形资产、丰富城市文化内涵的路径来塑造太原市城市品牌。并指出政府相关部门要防范风险,规避后二青会时代的消极影响,包括财政负担过重、城市生态环境的破坏、居民的生活幸福感下降。 相似文献
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《Sport Management Review》2014,17(4):470-483
The branding of sport leagues represents an emergent area of scholarship. The current research capitalised on an opportunity to explore the strategies sport leagues can implement to develop their brand and consequently better satisfy their consumers. The Psychological Continuum Model (PCM) was used to guide the examination of sport brand development strategies recommended by consumers of a sport league. Mixed method data were collected from football consumers in Australia (N = 230). Seven themes were uncovered through qualitative content analysis representing three brand development strategies – market penetration, market development and product development. The study contributes to sport management literature by (1) identifying strategies that can be used to position sport brands; (2) indicating how these strategies may be used to influence consumers’ brand associations; (3) demonstrating the close brand relationship between leagues and their clubs and (4) enhancing market research sampling knowledge. The study also provides sport managers with strategic brand management directions. 相似文献
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《Sport Management Review》2016,19(4):441-453
The first purpose of this study was to elaborate upon existing critiques and return to the fundamental brand personality concept by reexamining personality trait theory (i.e., lexical approach) and the sport brand personality literature. Based on a conceptualisation of sport brand personality, the second purpose was to develop an instrument for measuring brand personality in sport based on the restricted definition that excludes non-human personality traits. We adopted the lexical approach in an effort to explore the application of the HEXACO model for obtaining a set of representative personality traits (N = 36) both applicable and relevant to sport brands. For the purpose of this study, a sport brand × subject structure was utilised to find major sport brand personality dimensions. As a representative brand in sport, the National Football League was selected. Two data sets were collected from college students. The 36 sport brand personality traits were submitted to a principal axis factor analysis on the first data set (N = 196). The analysis identified five factors (i.e., Agreeableness, Extraversion/Emotionality, Openness, Conscientiousness, and Honesty) that closely resemble the structure of human personality models. A Confirmatory Factor Analysis confirmed that the newly developed five-factor model has an acceptable fit to the second data set (N = 155). This study identified that the lexical approach can provide a conceptual and methodological foundation when developing brand personality instruments. 相似文献
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《Sport Management Review》2014,17(2):174-189
While much marketing research has focused on brand creation and management, less is known about the creation of sport brands. This paper complements the stakeholder model of branding and brand creation, which highlights the role of a firm's stakeholders in the analysis of brands, by including country-specific factors based on location and Country-of-Origin (CoO). Using a sample of innovative New Zealand-based firms, our qualitative study uses a comparative case method in two subsector settings to investigate how they have built outdoor sport brands based on that country's particular country-specific factors. We show how firms are able to leverage New Zealand's strong sport product category-country associations to create brand value. Our findings confirm that CoO image together with sport product category-country associations enables the creation of brands in sport product categories. Our paper contributes to theory and practice by extending understanding of brand creation by demonstrating the importance of location and product category. Further research directions are suggested. 相似文献
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《Sport Management Review》2020,23(3):469-481
Brand managers often use sport sponsorship to position a brand in terms of human-like personality traits (e.g., exciting or sophisticated) and demographic characteristics (e.g., young or masculine). Yet, little is known why, how, and under which conditions such associations transfer from a sport property to a sponsor brand. The present study introduces spontaneous trait transference as a mechanism and explicates that its properties can account for such associative transfer effects in typical sport sponsorship contexts with unintentional exposure and limited control. Two experiments show that, consistent with spontaneous trait transference predictions, (a) sport sponsorship transfers only the sponsored sports’ focal traits (but no general evaluative halo) to the sponsors, (b) spontaneous trait transfer occurs for both sport personality and age traits largely independent from each other, and (c) transfer effects occur for unfamiliar brands, but also (to a lesser extent) for familiar brands. Practical implications of these findings for the selection of sponsorship properties, the design of sponsorship communication, and for targeting specific consumer segments with appropriate sponsorships are discussed. 相似文献
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《Sport Management Review》2016,19(2):211-226
This case study deals with the transformative rebranding of the Winston-Salem Warthogs, a Class High-A minor league baseball franchise and affiliate of Major League Baseball's Chicago White Sox, as the Winston-Salem Dash. It was written and designed to be multi-faceted for instructors to use in various sport management courses, such as sport marketing, organizational behavior, human resource management, ticket and sponsorship sales, and public relations. There are three primary aims of the study. The first aim is to challenge students to critically assess the practices of external rebranding (with implications relative to consumer attitudes and brand equity) and internal rebranding (with workplace outcomes that favor employees and uphold brand values). The second aim is to make students consider the potential pitfalls of rebranding with regard to crisis and contingency planning and public relations. The third aim is to highlight the potential payoffs of rebranding when managers of sport organizations are willing to consider changes in views regarding the spirit and culture of the work environment (internal brand) and the overall quality and characteristics of brand marks (external brand). As a core feature of this real-world case study, interviews with stakeholders and personnel of the franchise give a glimpse at some real scenarios that students may face as they enter into the industry of team sport marketing. 相似文献
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大型体育赛事提升城市品牌的路径研究 总被引：2，自引：0，他引：2
朱洪军 《山东体育学院学报》2010,26(10)
基于城市外部顾客的视角,分析了大型体育赛事提升城市品牌的路径.认为大型体育赛事申办阶段可以通过城市特色资源展示、申办口号选择和举办各类民众活动等方式提升城市品牌的知名度;在赛事推广阶段可以通过以赛事宣传为主,以城市宣传为辅,实现体育赛事与城市的完美结合,并通过各类赛事巡展活动扩大城市品牌认知度;在赛事举办阶段可以通过城市品牌软、硬环境体验和赛事观赏的间接体验等方式塑造城市品牌的美誉度;在赛事收尾阶段可以通过口碑效应提高城市品牌的忠诚度. 相似文献
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In this study, the authors empirically test a model of sport behaviour that integrates both team identification and a network theory approach to understand attendance at intercollegiate ice hockey games. Grounded within the brand community triad, ego network data were collected among attendees to measure the fan-to-fan connections that constitute the horizontal relationships of brand community participants. Additionally, a multidimensional team identification measure was used to illustrate the vertical relationship between individual and team. Both measures were included in a structural equation model to test how both fan-to-fan and fan-team relationships explain attendance. The results from the model support the salience of both dimensions of the brand community triad, suggesting that understanding sport fan behaviour necessitates including both psychological and structural elements of behaviour. Future suggestions for extending the study of sport fans through structural networks are discussed. 相似文献
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《Sport Management Review》2014,17(2):97-106
In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable lifestyle. These dimensions are defined by an athlete's on-field characteristics, attractive external appearance, and off-field marketable attributes. This study contributes to the sport branding literature by providing the first comprehensive conceptual framework of athlete brand image and offering managerial implications for building and managing the brand image of individual athletes. 相似文献
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休闲体育作为城市休闲的重要内容之一,其根基在于城市,而城市的本质在于为人性的回归提供一种人工环境。因此,休闲体育的核心理念应是提高人的生命质量,促进人的身心全面发展。城市与体闲体育的共同灵魂在于＂人性＂。为此,文章以＂人性＂为突破口,通过对城市本质的揭示来阐释了休闲体育新理念的重塑问题,分别从以人为本、人性系统、传统文化和可持续发展等角度对休闲体育观念的树立进行了论述。 相似文献