【作者】 张辉；

【导师】 唐炎钊；

【作者基本信息】 厦门大学 ， 工商管理（EMBA）（专业学位）， 2020， 硕士

【摘要】 近年来,随着国家经济的发展,人民收入水平显著提高,大众对于提升生活质量的需求愈发强烈,解决了基本的温饱衣食住行问题后,人们逐渐将精力转向生理、心理健康及自我价值的实现。在所有的运动项目中,路跑项目门槛和成本最低,对于场地设施等运动条件依赖程度不高,自然而然得到了群众的偏好。在全民健身的事业中,高校大学生群体作为社会结构的重要部分,也发挥着积极的作用。据相关数据统计,2019年全年各项路跑赛事超过1500场,但以高校为主体的路跑赛事,却是行业极少涉猎的稀缺头部资源。如何在同质化的路跑赛事中脱颖而出,充分挖掘赛事品牌文化价值打造赛事核心竞争力和可持续发展成为赛事组织方的一大课题。高校百英里接力赛通过四届的举办和发展,已在高校群体中产生了广泛的影响力,形成了独特的品牌文化和品牌价值。本文通过文献资料、案例研究、参与观察的方法对本研究课题进行了详尽的梳理和分析,基于品牌建设、品牌生命周期等基本理论,利用SWOT分析,重点从品牌内核、品牌识别、品牌定位、品牌核心竞争力、品牌营销和传播等维度对高校百英里接力赛品牌建设状况进行阐述,并通过在品牌建设过程中不同阶段的内外部影响因素和发展特征指标进行研究、比对和分析,推演出高校百英里品牌建设所处阶段及策略的演化机制,针对高校百英里赛事已经积累的优势和不足,也从品牌危机角度有针对性地提出优化策略与建议。本研究主要结论是:高校百英里接力赛品牌建设是长期复杂的系统工程,赛事文化内核和服务水平是高校百英里品牌的核心竞争力。对于一个只有四年的新型赛事,高校百英里接力赛在赛事运作方式、社会影响力、商业价值开发等方面仍值得思考,结合高百赛事处于品牌生命周期成长期的特征,研究探讨分析了该赛事未来的发展趋势,为促进该赛事的持续发展,延长其生命周期,避免过早进入衰退期,为此笔者提出了深耕校园市场,延长品牌价值链;技术创新赋能,提升品牌附加值;跨界融合传播,丰富品牌内容性;重视商业开发,增强品牌盈利性等提升策略。更多还原

【Abstract】 In recent years,with the development of national economy,the public’s demand for improving life quality has been strongly increased.Apart from some basic daily life problems,peopie have grown more conscious of physical&mental health.Among all sorts of sports,road running has the lowest threshold and cost,it comes with lower dependence on sports conditions such as venue facilities which makes it popular and preferable.In the cause of national fitness,university student groups have been playing an indispensable and positive role.Professional statistics shows that there were more than 1,500 road races held in 2019.However,road races participated with mostly university students are scarce head events in the industry.For event organizers,it has become a major issue that how to stand out from the homogenized road races and fully exploit the cultural value of the event,further more how to build the core competitiveness and sustainable development of the event.The G100 Miles Relay has generated extensive influence among universities and formed a unique brand culture and brand value over past four years.In this paper,we will analyze through literature review,case studies,and participation observation methods.Based on basic theory of brand building and brand life cycle,SWOT analysis will be used to study mainly about brand core,brand identification,brand positioning,brand competitiveness and publicity of G100.Study event evolutionary mechanism through research and analysis of internal and external factors at different stages of brand-building process;Summarize advantages&disadvantages of G100 and put forward optimization strategy and suggestion from the angle of brand crisis.The main conclusion of this study is that the brand construction of G100 Miles Relay is a long-term and complex engineering system,and the core competitiveness of G100 is the culture it holds and the service it provides.For a new type of event with only four years of history,G100 has room for improvement in terms of operation mode,social influence,commercial value development,etc.Based on the characteristics of G100 in its brand growth period,this paper studies and analyzes the future development of the event,in order to promote a sustainable development of the event and to extend its life cycle,and avoid entering the decline period too early.For upon reasons,author proposes to deepen campus market,extend brand value chain,enable technological innovation,enhance brand added value,cross-border integration and communication,enrich brand content,focus on commercial development,enhance brand profitability,etc.更多还原