期刊论文

中文

搏击(体育论坛)

1004-5643

2015

07

36-39

10.13293/j.cnki.tylt.002429

本校为第一机构

文章以国际公路自行车赛经典品牌"环法"为研究对象,运用文献资料法、专家访谈法、逻辑分析法等方法对环法品牌塑造展开研究。研究结果表明,环法在历经百年运作中形成了显著的品牌优势:第一,物的层面:（1）高规格车队与高水平运动员为受众提供了优质的赛事产品。（2）优秀的市场运营与管理为赛事提供充分的经济保障。（3）先进的赛事制作与传播呈现了环法精彩的画面与内容。第二,制度层面。（1）有效的组织机构和组织文化是环法良性运行的保障。（2）持续的变革是环法持久繁荣的动力。第三,价值层面。（1）环法是法国自然、人文的历史追溯。（2）环法是世界奇观体育与体育奇观。

This paper takes Tour de France as research object to conduct the analysis of brand building through the method of literature, expert interviews and logics. The results shows that Tour de France has obvious brand advantages during a century’s operation: firstly, in the material level, (1) high standard and high level athlete team provide high-quality products for the audience; (2) market operation and excellent management provide economic security; (3) the advanced competition production and spread present splendid images and contents of Tour ...