摘要
品牌资产是企业最重要的无形资产。基于资源整合视角提出了我国体育品牌资产构建的理论模型,指出体育品牌资产的发展路径与机理:体育品牌资产的培育是体育品牌企业和其利益相关者通过资源整合进行品牌价值共创的过程。首先,体育品牌管理者根据价值性、合法性和紧迫性标准识别品牌资源整合对象;其次,体育品牌企业可通过品牌联合、创建品牌关系价值链和依托产业集群等路径创建体育品牌价值共创体系;最后,体育品牌资产的测评需要结合产业特征多维度综合评估。研究为我国体育品牌资产的培育和发展提供了新的理论视角和有价值的实践指南。
Brand equity is the most important intangible asset of enterprises. Based on thton , the authors provide the theoretical framework of constructing sports brand equity , and and mechanism of sports brand equity：the building of sports brand equity is a process of brsports brand enterprises and their stakeholders through brand resource integration. Firstly ,sports brand mdentify the integration objects of brand resources according to the standards of value,legitimacy and urgency. Secondly,sports brand enterprises can construct the system of sports brand value co-creation through co-branding,building brand rela-tionship value chain and relying on industry cluster. Finally , the sports brand equity needs to beaiy combined with the industrial characteristics. This study provides a new perspective and and valuble practical guide forcultivating and developing sports brand equity.
作者
段艳玲
何燕
DUAN Yanling;HE Yan(School of Economy and Management,Shanghai University of Sport,Shanghai 200438,China;Business School of Jinling Institute of Technology,Nanjing 211169,Jiangsu,China)
出处
《沈阳体育学院学报》
CSSCI
北大核心
2018年第4期29-33,共5页
Journal of Shenyang Sport University
基金
国家自然科学基金项目(71672068)
湖北省教育厅哲学社会科学研究重大项目(16ZD034)
湖北省教育厅人文社会科学研究项目(16Y149)
江苏高校哲学社会科学研究项目(2016SJD630024)
金陵科技学院高层次人才工作启动资助项目(jit-b-201523)
关键词
体育品牌资产
资源整合
价值共创
利益相关者
sports brand equity
resource integration
value co-creation
stakeholders
