我国商业性体育赛事品牌资产生成机理与培育路径研究

商业性体育赛事品牌资产作为体育产业的无形资产,能够为体育赛事带来长期、规模化的经济利益。在对品牌资产诸多观点归纳分析的基础上,引入信息经济学中的信号理论,研探商业性体育赛事品牌资产生成机理,并据此提出我国商业性体育赛事品牌的培育路径。研究认为,商业性体育赛事品牌资产是体育赛事品牌信息在赛事方与赛事消费者之间持续、高效循环传递的结果。其中,影响赛事品牌信息传递的主要因素包括赛事方对赛事信息内容的差异化定位、赛事信息的真实程度、高质量的信息获取与回应能力、赛事消费者对赛事品牌的认知水平、赛事消费者对赛事服务质量的评价、赛事消费者的品牌忠诚度、赛事信息传递系统的完善程度。据此提出我国体育赛事品牌的培育路径,应在以市场竞争与人民需求为基点,策划赛事品牌差异化定位;发挥软性资源优势,将文化基因注入赛事品牌;加快智慧化数字信息平台建设,实现“品牌共同体”的价值共创模式;提升行政支持供给的精准度,营造稳定的赛事品牌资产培育环境。

Generation Mechanism and Cultivation Path of Brand Equity of Commercial Sports Events in China

As an intangible asset of sports industry,brand equity of commercial sports events can bring long-term and large-scale economic benefits to sports events.On the basis of summarizing and analyzing many viewpoints of brand equity,this paper introduced the signal theory in information economics,and probed into the formation mechanism of brand equity of commercial sports events,and put forward the cultivation path of brand equity of commercial sports events in China.The brand equity of commercial sports events is the result of the continuous and efficient circulation of the brand information of sports events between the participants and consumers.Which affect the competition of brand information on the main factors influencing factors include event party the dif?ferentiated positioning information contents,the information of the event with the true degree and event consumers brand cognitive level,the consumer's brand loyalty,the consumer of the event to the event service quality evaluation,quality information and response ability,the perfect degree of the information transmission system.Based on this,the paper puts forward the cultivation path of sports event brand in China,which should be based on market competition and people's demand,and plan the brand differentiation positioning of sports event.Give full play to the advantages of soft resources and inject cultural genes into the brand of the event;Accelerate the construction of intelligent digital information platform and realize the value co-creation mode of“brand communi?ty”;Improve the precision of administrative support supply,and create a stable environment for brand equity cultivation.