我国体育产业核心竞争力发展策略研究

改革开放以来,我国体育产业从无到有一路发展,在成为受国家重视的重要产业的今天,相比国际体育产业发达国家,我们仍然处于明显的劣势,即便是国内的中、高端体育消费市场也几乎被国外大品牌企业占据大半,更不用说我们的企业走出国门了。然而我们的体育产业依然有着潜在的核心竞争力,为了将这种竞争力变成现实的力量,我们必须积极营造成熟、规范的体育消费市场;积极发挥竞技体育发展水平的优势;积极与国际知名企业合作,实现互利共赢。     

发达国家体育社团发展的经验与启示*

当前我国体育社团发展尚不成熟,整体力量薄弱,自治能力不强,与其所要肩负的社会责任相比存在较大的差距.国外许多发达国家的体育社团发展较成熟,其成功经验可以为正处于转型与改革中的我国体育社团发展提供有益的启示.发达国家体育社团具有社会合法性与自主性、体育社团实行规范化管理且法制建设相当完善.发达国家体育社团采取的有借鉴意义的策略主要包括:建立多元化的社会关系网络、实施品牌化发展战略、开展经营活动.在借鉴发达国家体育社团发展经验的基础上,提出了有助于创新我国体育社团发展思路的几点启示:重视社会资本的积极培育、重视品牌建设的有效开展、重视市场营销的适度运用.     

Made in China: the cultural logic of OEMs and the manufacture of low‐cost technology

Abstract

This paper investigates the conditions of the manufacture of low‐cost technology in China with the examples of ‘pirated’ VCD players, ‘no‐name’ DVD players, and Shenzhen’s development as a techno‐urban city. It emphasizes the significance of the cultural logic of original equipment manufacturers (OEMs) and argues that the various transformations and deflections that are derived from ubiquitous OEM experiences have gone beyond the original model of an authorized OEM, experiences that are to some extent embodied in the transgression of brand name and patent hegemonies, which are mainly controlled by high technology companies. OEMs have been associated with China’s current imperative and uninhibited development of low‐cost technology capitalism. ‘Made in China’ signifies the production of any product, legal or illegal, for transnational high technology giants or domestic technology manufacturers. Learning to ‘become an OEM’ in China has partly resulted in excessive technological mimesis that may be part of an unauthorized, underground economy that is based on low‐cost technology. Based on the Shenzhen experience, part of this study will show industrial production‐oriented OEM cultures in which illegal operations and counterfeit trade are incorporated, even in city projects that are shared by municipal governments and Chinese technological companies, and undergo spatial restructuring in the development of the economy, consumerism, and urbanism.     

北京、广州大学生对北京2008 年奥运会 赞助品牌认知与接受程度的研究

受访者对奥运赞助品牌的认知程度,超过50%的,只有可口可乐、联想、中国移动通信和中国银行4个品牌,另一个非奥运赞助品牌但认知程度超过50%的为耐克品牌.显示目前大学生对奥运赞助品牌并不具有高度的认知程度,说明这些奥运赞助品牌的奥运营销活动开展得不够广泛,无法让大学生直接感受其奥运赞助的形象.而且,广州大学生对奥运品牌的认知和接受程度都较北京大学生低.     

体育营销提升企业品牌资产作用机制及策略研究

体育走入市场,使体育营销成为营销领域中一个新的分支.体育营销堪称21世纪最有效的市场推广工具之一,各行各业已认同体育营销对达成商业目标的效用.分析体育营销提升企业品牌资产价值的作用机制,首先简析体育营销观念的演进与形成,界定体育营销的合理内涵,进而探讨体育营销对企业品牌资产提升的作用机制,最后提出基于体育营销的企业品牌资产提升策略.     

武术国际化传播的内容研究

武术的国际化传播必须注重武术内容的整体传播．通过本文的研究认为：武术国际化传播过程中忽略了中国传统文化的传播、武术纷繁复杂的内容．体系影响了武术的国际化传播、武术国际化传播过程中没有进行“品牌传播”．并根据以上问题提出了相应的对策,以促进武术旱日实现国际化进程。     

广西面向东盟国家发展体育留学生教育的可行性与对策

从广西体育区域性优势、体育教育优势、体育品牌特色、经济效益以及东南亚国家的体育文化特点等方面对广西面向东盟国家发展体育留学生教育的可行性进行较为深入地分析,提出了相应的发展对策,以期为体育决策者以及体育院校在展开体育国际化教育方面提供参考。     

武术功力大赛赛事品牌塑造的思考

文章针对武术功力大赛的发展现状及主要问题,对武术功力大赛今后赛事品牌的塑造问题进行了论述,提出了重视赛事内容、质量和创意,突出武术文化内涵;拓展传播渠道;重视赛事包装设计上的符号表达;功法运动大众化开展和赛事的大众市场的培育四个方面的建议。     

Relationships among community interaction characteristics,perceived benefits,community commitment,and oppositional brand loyalty in online brand communities

To stand up for the brands they support, members of brand communities develop “oppositional brand loyalty” towards other rival brands. This study identifies how the interaction characteristics of brand community affect the perceived benefits of community members, and whether the perceived benefits cause members to develop community commitment, as well as the relationship between community commitment and oppositional brand loyalty. This study examined members of online automobile communities in Taiwan, and obtained a total of 283 valid samples. The analytical results reveal that interaction characteristics of brand community make members perceive many benefits, with “brand community engagement” being the most noticeable. Furthermore, hedonic, social, and learning benefits are the main factors to form community commitments. When members have community commitments, they will form oppositional brand loyalty to other rival brands. Based on the analytical results, this study provides suggestions to enterprises regarding online brand community operations.     

论21世纪我国公共图书馆服务的发展趋势

提出新世纪我国公共图书馆服务的发展具有社区化、网络化和品牌化三大趋势，并结合实例对每一种趋势进行了阐述。