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体育赛事品牌是指体育赛事的组织者和经营者为某项体育赛事塑造的名称、标记或符号。塑造高校体育赛事品牌是提升高校体育赛事水平、发展高校体育事业的重要内容,也是目前体育科研领域的一大薄弱环节。课题组以江西财经大学赛事为调研典型个案,对江西高校体育赛事品牌塑造进行了研究。结果表明:足、篮、排球等集体项目更有利于体育赛事的品牌塑造;塑造大学体育赛事品牌时应该重视观众的集体归属感;在赛事标识方面应加强海报和赛事音乐的宣传;在宣传渠道方面应结合各种新兴传媒手段;举办更多的娱乐活动、邀请高水平球员、学校领导的重视和更专业的赛事组织对高校赛事的品牌塑造也都是非常有益的。
A sports event brand is the name, mark, or symbol of a sports event organized by the organizer and operator of the sport event. The shaping of college sports event brand is an important part of promoting the level of college sports events and developing college sports, and is also a weak link in the field of sports science at present. The research team took Jiangxi University of Finance and Economics as a typical case study, and studied the brand building of sports events in colleges and universities in Jiangxi Province. The results show that: collective items such as foot, basket and volleyball are more conducive to brand building of sports events; the collective sense of belonging of the audience should be emphasized in shaping the brand of university sports events; the propaganda of posters and event music should be strengthened in event logos; Aspects should be combined with a variety of new media means; organizing more entertainment, inviting high-level players, the leadership of the school and more professional event organization brand competition in college events are also very useful.