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论文编号：	11367
作者编号：	2320170302
上传时间：	2019/12/13 9:47:33
中文题目：	商学院赛事组织的品牌构建策略与实施研究
英文题目：	Research on Brand Construction Strategy and Implementation of Business School Events Organization
指导老师：	白长虹
中文关键字：	商学院赛事组织；顾客感知价值；品牌构建；品牌竞争力
英文关键字：	Business School Event Organization；Customer Perceived Value；Brand Building；Brand Competitiveness
中文摘要：	随着国内经济的发展，人们的消费结构发生了较大变化，其中对体育运动的需求随着生活水平的提高也在不断变化。经过多年发展，体育产业中群众体育、体育文化等已经发展成与竞技体育百花齐放的局面。体育赛事作为体育产业的核心内容，其社会价值、生态发展状态也不断得到社会关注。商学院赛事作为体育赛事和商学院发展的新产物，随着国内商学院人数规模增加而产生，呈现出快速发展的同时也正经历着行业裂变。商学院赛事作为体育赛事新兴的分支和领域，有着商学院范围群体的特征属性和价值，围绕着商学院赛事的组织及企业的发展问题受到社会越来越多的关注。尤其是随着各类体育赛事的增加，赛事组织之间的品牌竞争逐渐加剧，商学院顾客群体对赛事的需求和品牌意识不断发生着变化，品牌逐渐成为顾客选择产品的核心要素之一。因此对于商学院赛事组织而言，如何通过品牌构建提升竞争力以获得更多市场份额，成为赛事组织生存和发展当前面临的问题。对商学院赛事组织而言，竞争力归根结底来源于企业为顾客所创造的价值，能否提供优异的顾客价值是品牌竞争力的基础，也是赛事组织竞争力的综合体现。商学院赛事组织者将品牌构建作为战略布局，如何进行品牌构建以创造更多的品牌价值，成为提升品牌竞争力和促进组织发展的重要基础。本文以商学院赛事组织的品牌构建为研究对象，结合品牌构建、体育赛事营销、顾客感知价值理论的研究和应用，运用案例分析法等研究方法和波特五力模型等工具，对商学院赛事组织的品牌运营现状进行分析和总结，从顾客感知价值的品牌要素对赛事品牌进行分析和构建，得出商学院赛事组织的品牌构建策略，最后以LXH赛事为实例进行策略实施。商学院赛事组织的品牌构建策略和实施主要是以品牌的价值要素为基础，进行清晰的品牌规划和管理，确定符合顾客需求的品牌定位、打造有商学院特色的品牌识别、优化品牌质量和服务管理。通过品牌构建，商学院赛事组织将使得品牌能更好地占据消费者的心智和情感，为企业创造价值最大化、为组织的生存和发展奠定更多的可能。
英文摘要：	With the development of domestic economy, people's consumption structure has changed a lot. Among them, the demand for sports is also changing with the improvement of living standards. After years of development, mass sports and sports culture in sports industry have developed into a situation of common prosperity with competitive sports. As the core content of sports industry, the social value and ecological development state of sports events are also constantly concerned by the society. Business school events, as a new product of sports events and business school development, are produced with the increase of the students’ number of business schools in China. Business school events are experiencing rapid development, and it also experiencing industry fission at the same time. Business school events, as a new branch and field of sports events, have the characteristics and values of business school groups. More and more attention has been paid to the organization of business school events and the development of enterprises. Especially with the increase of different kinds of sports events, the brand competition among the event organizations is gradually intensified. The demands and brand awareness of the business school customer groups for the competition are constantly changing. Brand has gradually become one of the core elements for customers to choose products. Therefore, for the competition organization of business school, how to improve competitiveness through brand building so as to gain more market share has become the current problem for the survival and development of the competition organization. For business school competition organizations, competitiveness comes down to the value that companies create for customers. Whether to provide excellent value for customers is the basis of brand competitiveness and the comprehensive embodiment of competition organization competitiveness. The organizers of business school events have made brand building a strategic arrangement. How to build a brand to create more brand value has become an important basis to enhance brand competitiveness and promote organizational development. This paper takes the brand building of business school event organization as the research object, and combines the brand construction, sports event marketing, and the research and application of customer perceived value theory together. It uses case analysis and Porter's five forces model to analyze and summarize the current situation of brand operation in business school. This paper analyzes and constructs the brand of the competition from the brand elements of customer perceived value, and obtains the brand construction strategy of the competition organization of the business school. At last, this paper will take LXH as an example to analyze the strategy implementation. The construction and implementation of brand strategy of business school competition organization is mainly based on the value elements of brand. So we need to carry out clear brand planning and management, determine the brand positioning in line with customer needs, create brand identification with business school characteristics, and optimize brand quality and service management. Through brand building, the competition organization of business school will make the brand occupy the mind and emotion of consumers better, create the maximum value for enterprises, and lay more possibilities for the survival and development of the organization.
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