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品牌赛事是体育市场学领域关注的热点话题之一,优化大学生体育品牌赛事对于推动高校体育产业化进程具有积极的促进作用。采用文献资料法、逻辑分析法对我国大学生体育品牌赛事的概念、标准、概况进行了梳理,以中国大学生篮球、足球联赛为代表剖析了大学生体育品牌赛事的发展现状与困惑,并从品牌战略的视角对我国大学生体育品牌赛事提出了具体的优化策略。研究认为:大学生体育品牌赛事的塑造应依托中国大学生体育协会,以注重培育赛事文化、提高赛事宣传力度、订制赛事管理标准、整合营销传播路径、创建体育强势品牌、准确定位高校市场、打造精品体育赛事、推动赛事社会化进程为核心,促进大学生体育品牌赛事长期、稳定地发展。
Brand competition is one of the hot topics in the field of sports marketing science. The optimization of college sports brand competition plays a positive role in promoting the process of college sports industrialization. This paper analyzes the concept, standard and general situation of college sports brand competitions by means of literature review and logical analysis. It analyzes the current situation and confusion of college sports brand competitions with Chinese college basketball and soccer league as the representative, From the perspective of our college sports brand competition put forward specific optimization strategy. The research shows that college sports brand competition should be shaped by Chinese college sports association to focus on cultivating competition culture, promoting promotion of competition, customizing management standards, integrating marketing communication path, creating sports strong brand, positioning college market accurately, Sports events, promote the socialization of the race as the core, to promote the long-term and steady development of college sports brand competition.