奥运会品牌管理经验及对我国体育赛事品牌创建的启示.doc

  奥运会品牌管理经验及对我国体育赛事品 牌创建的启示# 陈志辉* 5 10 15 20 25 30 35 40 （湖南体育职业学院，长沙 410019） 摘要：奥运会是世界上最有影响力的体育赛事品牌，其管理经验值得我们借鉴与思考。研究 认为，奥运会品牌管理的主要成功之处有：形成了产品、组织、个人和符号相统一的多维品 牌识别系统；将其定位于全人类“和平、友谊、团结、进步”的文化盛宴；通过多品牌组合加 速其国际化进程；形成了一系列有利于资产提升的品牌保护措施。针对我国体育赛事品牌建 设中存在的问题，应做到：以消费者为导向打造与完善品牌识别体系；形成品牌传播参与各 方利益共享的长效机制；从人财物等方面推进品牌国际化；确保品牌建设有章可循。 关键词：体育赛事品牌；品牌管理；品牌建设；奥运会 中图分类号：G8 The Management Experience of Olympic Games and Enlightenment to Building Sports Events Brand in China CHEN Zhihui (Hunan Sports Vocational College, ChangSha 410019) Abstract: The Olympic Games is the most influential sports brand all over the world and the management experience of the Olympic Games is worth learning and thinking for us. Studies point out that the Olympic Games has been successful due to several reasons:Firstly, the Olympic Games is a multidimensional brand recognition of products, organizations, individuals and symbols. Secondly, the Olympic Games is a cultural feast of the world which is characterized by “peace, unity, friendship and progress”.Thirdly, throughout the years, multi-brands portfolio has boosted its speed to develop internationally.Finally, a series of measures to protect brands and promote assets have been taking effect.According to problems existing in sports brands building process in China, this paper points out that:To create and perfect the brand recognition system oriented to consumers.To build up a lasting system that brands development can share benefit from all parties.To develop internationally with the help of human, finance and property, etc.To create regulations and laws that brands building can refer to. Keywords: sports events brand; brand management; brand building; The Olympic Games 0 前言 在国外，体育营销是最热门的话题之一，而体育赛事营销则是体育营销领域中的重点， 它因影响面广、渗透力强、效果显著，成为众多组织实施市场营销之首选策略。据调查，美 国有超过 60%以上的企业表示正在或将实施体育营销策略。可口可乐、阿迪达斯等企业借 助体育赛事营销实现全球扩张的成功案例数不胜数，这也间接推进了全球体育运动的迅猛发 展。然而，受赛事成长时间、体育竞赛体制、赛事管制环境等因素影响，我国的体育赛事营 销尚处于艰难的起步阶段，以足球赛事为例，“黑哨”、“裸奔”、“假球”等事件严重影 响其商业开发，也制约了我国体育赛事和体育事业的可持续发展。 自上世纪 8