全民健身品牌赛事构成要素的质性研究

摘要：全民健身品牌赛事的实施，对于推进全民健身活动深入开展发挥了重要的示范与引领作用。采用开放式问卷调查、质性分析、案例分析等研究方法，就全民健身品牌赛事的构成要素进行了质性研究。旨在丰富全民健身品牌赛事理论体系，为赛事学、品牌学研究提供理论支撑，为全民健身品牌赛事打造提供实践参考。研究表明：全民健身品牌赛事构成要素由基础要素、核心要素、延伸要素、传播要素和个性要素5大核心体系组成，其中基础要素是根基，核心要素是灵魂、延伸要素的生命，传播要素是杠杆，个性要素是风格。多数全民健身品牌赛事在运行过程中，较为重视全民参与、项目普适、社会认同、持久延续、影响效应、赛事竞争、政策保障、积极快乐等构成要素的打造，对激励机制、商业运作、符号标识、历史传承等构成要素的潜力挖掘有待进一步提升。

Qualitative Study on the Component Factors of National Fitness Brand Event

Abstract: Brand event construction is an important example and has guiding function to promote national fitness. This paper made a qualitative study on the component factors of national fitness brand event by the methods of questionnaire, qualitative analysis, and case study. The purposes of this study are to enrich national fitness brand event theoretical system, provide a theoretical reference to event-ology and brand-ology studies, and provide a practical reference to national fitness brand event construction. Research has shown that national fitness brand event has five component factors. Basic factor is the foundation; core factor is the soul; extend factor is the life; spread factor is the lever; and individuality factor is the style. Most of national fitness brand events pay attention to all the people participation, program universality, social identity, long term continuing, influence effect, event competition, policy guarantee, and positive happy; incentive mechanism, business operation, symbolic identifier, and historical inheritance should have an improvement.