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随着体育赛事的规模和影响力不断扩大,其产业化、市场化、社会化趋势日益明显,体育赛事已不再只是简单的体育竞技和赛事运营,而更多地表现为一种赛事品牌,也具有品牌价值。体育赛事品牌延续了人类热爱运动、敢于挑战的天性,是人类社会不可缺少的独特文化和精神食粮。如今是一个品牌崛起的时代,也是一个品牌统治的时代,因此南京青奥会作为一项体育赛事,在创建自身品牌的同时,品牌传播显得尤为重要,也是扩大其影响力的重要途径。本文以品牌传播为出发点,研究南京青奥会品牌传播的内容和传播策略,为南京青奥会品牌传播提供借鉴和帮助。
As the scale and influence of sporting events continue to expand, its industrialization, marketization and socialization have become increasingly evident. Sports events are no longer just a simple sports competition and event operation, but more as a race brand, Also has brand value. The sports event brand continues human nature’s love of sports and the nature of courage to challenge. It is an indispensable unique cultural and spiritual food for human society. Nowadays it is an era of brand rise and also an era of brand reign. Therefore, as a sporting event, Nanjing Youth Olympic Games, while creating its own brand, is particularly important and also an important way to expand its influence. Based on brand communication, this paper studies the content and communication strategies of brand communication of Nanjing 2014 Olympic Games, and provides reference and help for the brand communication of Nanjing Youth Olympic Games.