摘要
校园足球是中国教育部和中国足协为了提高青少年身体素质和发展足球水平,共同提出和推动的一项活动。目前已经在大学、中学和小学里火热开展。校园足球可以作为一个品牌进行经营,能够最大化规范校园足球的发展,保证校园足球发展的可持续性。通过对校园足球官方渠道发布的校园足球政府公告和相关信息进行收集和分析,认为中国校园足球发展经历了四个阶段,目前的推广取得了很大成就,得到了极高的知名度。但从品牌角度看,存在着认知度较差、品牌口号不明确、品牌文化缺失等缺陷,提出建立校园足球品牌的建议,具体措施包括明确校园足球品牌文化、设计校园足球品牌标识系统、注册校园足球品牌商标、塑造校园足球品牌形象、完善相关品牌制度、注重校园足球品牌文化积累、充分利用媒体宣传校园足球品牌、建立校园足球品牌体系等。
School football is an activity proposed and promoted by the Chinese Ministry of Education and the Chinese Football Association in order to improve the physical quality of teenagers and develop the level of Chinese competitive football. At present,it has been broadly developing in universities,middle schools and primary schools. Using brand theory to develop school football can maximize the standardization of school football,and ensure the sustainability of the development of school football. Through the collection and analysis of school football government announcement and related information,this paper believes that the development of school football has experienced four stages,which has achieved great success. However,there are some defects,such as poor recognition,unclear brand slogans,lack of brand culture,etc. The specific measures include clarifying school football brand culture,designing school football brand identity system,registering school football brand trademark,building school football brand image,perfecting related brand system,paying attention to the school football brand culture,making full use of the media to promote the school football brand,establishing the school football brand system,etc.
作者
柴红年
汪锋
CHAI Hong-nian;WANG Feng(Sport Leisure School,Beijing Normal University,Zhuhai 519087,China;Shaoxing Vocational ＆ Technical College,Shaoxing 312000,China)
出处
《东华理工大学学报（社会科学版）》
2018年第2期150-154,共5页
Journal of East China University of Technology(Social Science)
关键词
校园足球
校园足球品牌
品牌
School football
School football brand
development
