運動賽會品牌意涵建立之探討

A Probe into the Establishment of the Brand Meaning of the Match

莊馥萍(Fu-Ping Jhuang) ； 吳軍葦(Jyun-Wei Wu) ； 葉美玲(May-Ling Yeh) ； 林裕量(Yu-Liang Lin)

《國防大學通識教育學報》 7期 (2017/06) Pp. 69-78

摘要

在休閒運動成為民眾生活重心的現今，休閒運動已發展為充實人們身心需求與娛樂消遣的國民文化，而且在運動產業逐漸蓬勃發展過程的同時也看到了運動企業或組織的商業活動日益頻繁。而運動賽會亦屬於產品項目之一，為使該產品發展長久，賽會的品牌建立是有其必要性，以凸顯與其它賽事的特色與形象，進而提供優質的賽事，提升大環境整體生活品質與運動環境之風氣。由於國內學術界對於賽會品牌文獻的建構尚未有完整論述，因此，本文透過運動賽會、品牌以及企業識別系統等相關文獻來探討運動賽會品牌的意涵作為參考，賽會品牌是經由「特定組織或企業藉由該象徵理念，有計劃性的舉辦具獨特價值的賽會，做為與其它賽事的區別」。讓社會大眾對於賽會品牌的形成有更深入的概念並刺激辦理運動賽會之組織或企業對賽會品牌能更加重視。

關鍵字

運動賽會 ； 賽會管理 ； 企業識別系統

並列摘要

In the leisure and sports become a center of life of the people now, sports has been developed for the enrichment of people's mental and physical needs and entertainment national culture, but at the same time gradually booming sports industry process also saw the sport business or organization business activities have become increasingly frequent. And sporting events also belong to one product project, to make the product development for a long time, the tournament's brand-building is its necessity, and other events to highlight the characteristics of the image, thereby providing high-quality events, to enhance the overall quality of life and environment sports culture environment. As the domestic academic circles for Construction tournament brand literature has not yet had a full discussion, therefore, this article through the literature sporting events, brand and corporate identity systems to explore sporting events brand's meaning as a reference, and the inference that, the tournament brand via ＂specific organization or enterprise by the symbol of philosophy, there are plans to hold a unique value of the tournament, and other events as the difference.＂ Let the public for the tournament brand formed a deeper concepts and stimulate transact business or organization of sporting events on the tournament will be able to pay more attention to the brand.

並列關鍵字

Sports tournament ； tournament management ； enterprise identification system