摘要
马拉松赛事已经成为展示城市文化软实力的精致名片。从生态文明的视角,利用品牌战略理论,立足于丽水市超马赛事管理现状,运用文献资料、实地调查、比较分析等研究方法客观探析该赛事品牌管理面临的问题。建议:构建丽水超马赛事品牌,需要从赛事品牌定位、品牌形象、品牌传播和品牌竞争四个方面考虑。
Marathons have become an exhibition of a city's cultural soft power.From the perspective of ecological civilization,we use the theory of brand strategy,based on the current management situation of super ultra marathon events in Lishui and adopting the methods of documentary,field survey and comparative analysis,this paper analyzes the problems that Lishui faces in the event brand management.It is suggested to take into consideration of brand positioning,brand image,brand communication and brand competition to build the ultra marathon event brand in Lishui.
作者
王广伟
WANG Guang-wei(School of Teacher Education,Lishui University,Lishui,Zhejiang 323000,China)
出处
《体育研究与教育》
2022年第6期36-39,44,共5页
Sports Research and Education
基金
丽水市哲学社会科学常规课题(LB202109)
关键词
生态文明
超马赛事
品牌战略
ecological civilization
super marathon events
brand strategy
