1、浅谈中国品牌体育赛事中的公共关系问题摘要：从新千年初始至今，中国已经举办了大量的体育赛事，种类繁多、形式各样、内容丰富。而其中最值得关注的当属一些国际性的大型体育赛事，尤其集中在上海和北京两大城市，比较著名的赛事有：F1 中国大奖赛、上海网球大师赛、上海国际田径黄金大奖赛、世界斯诺克上海大师赛、北京铁人三项世界锦标赛、中国网球公开赛、北京国际马拉松赛等。随着中国体育市场开放程度越来越高，以及体育赛事运作管理行业的发展，未来更多的大型国际性体育赛事将会在中国建立起稳定的市场和运作机制，从而走上一条具有中国特色的体育赛事品牌化道路。从某种角度上看，一场大型的国际性体育赛事更像是一次大型的公共活动，
2、在活动中协调各方关系，旨在为体育赛事创造更大的影响力。所以若要打造品牌体育赛事，公共关系将起着举足轻重的作用。 下载 关键词：中国 体育赛事 品牌 公共关系 Since new century， China has held a great variety of sports events with various forms and abundant contereatest attentports events including： F1 China Grand Prix，Shanghai ATP Masters， Shanghai Golden Grand Prix， World Sno
3、oker Shanghai Masters， Beijing Triathlon World Championship， China Open， and China International Maratf Chinese sports market and development of operational management for sports events， more large international sports events will build up steady market and operational system in China， resulting in
4、a branding road of sports event with Chinese characterists more like a large public activity， in which relationships among various parties will be coordinated to create greater influencing power for the sports evtant role in the creation of brand sports even sports 1.1 Public relations There are man
5、y explanations for the concept of public relatiublic Relations Society of America on public relations， with the help of public relations， an organization and its public members can be adapted to each ot relations refer to a kind of communication and persuasive activity that a social organization or
6、public figures carry out to seek for understanding and cooperation of the public under the guidance of certain occupational ethics and rur to a series of activities that an enterprise or team applies to meet the demand of environment and win over understanding， confidence and support from society by
7、 establishing a good image for the enterprise and tw has mentioned， as a unique management function， public relations can establish and maintain the relations of mutual benefit and reciprocity between an organization and various corresponding public people determining its succic. 1.2 Sports public r
8、elations According to definition of sports public relations in the book， written by American public relations scholar， G. Clayton Stoldt et al.， sports public relations belong to a management function based on communication， aiming to identify key public people in a sports organization， evaluate rel
9、ations between sports organization and its public people， and encourage consensus relations between sports organization and these public peorelations 2.1 Brand sports event and sports event public relations Brand sports event refers to commercial sports event with very high popularity and fine reput
10、ation held at regular intervals and acknowledged by society and the pubports， resulting in professional sports event public relatio has suggested that sports event public relations refer to the practice process that operational management organization of sports event obtains positive evaluation and
11、sets up good event image by establishing harmonious relations between sports event and environment based on the communication with the environmc relations， and complete public relations work well during the event period， we can create a brand sports event with long term social benefits and economic
12、benefmarketing Just as mentioned before， sports event is a large public activnicate and coordinate with all interested parties， so the sport event can go on when well with the following objects： owner of event， local governmental departments， athletes， media， audiences， sponsors， suppliers， and inte
13、rnal stational management organization is regarded as the principal part of sports event， the sports event is the product and value that the organization creates and exchanges with othularfocus property， the whole dynamic process has instability and sudden， which may cause crisis at any t Especially
14、， in China with rapid development， the sports event marketing is also city market the popularity and find reputation of city and governmmoted to realize benefits maximizat and key factor for the successful operation of sports event， but also be an effect measure for post-event evaluat the marketing
15、will not be successful without the guarantee of public relati Now， most sports events focus their attentions on sports event marketing， and regard public relations as a type of sports event marketina， the event marketing is not mature enough， mainly focusing on the sales of sports products in certai
16、n event， including： entrance ticket of each competition， broadcasting right of event， top sponsor right， on-site signboard， and event souvemainly perform short term publicity before the event， and fail to carry out sufficient and constant follow-up publicity after the ev Therefore， the above situati
17、ons are very disadvantageous for creating a brsells the products to consumers， and consumers fail to get ideal after-sales servnt contact with consumers， it will influence consumer mind more or lbe paid attention to at any time， and the benefits of the public should be put in the first plhe feedback
18、 from audiences can be found through mail quvent souvenir or half price discount coupon for the event entrance ticket of the next ysis of audiences? opinions， and the brand can be remembered by audiences in their mivate the brand loyalty of audients event by means of public relations 3.1 Importance
19、factors of brand sports event 3.1.1 CIS CIS is short for Corporate Identity SysCIS regards the corporate image as a whole to perform construction and developmcorporate behavior identity， and corporate visual identrehensive image that people obtain through the experiencing systematic character and fe
20、ature of an enterprise due to their emotion and worm image in the mind of peorent audiences， but also make for opening potential mar strengtheconstruction of event brthe principal part， so it can only be regarded as the first step to create brecially a large international sports event involves with
21、various marketing and public relations activitsmit uniform information to customhould meet the first-level objectd complete internal public relations and coordinate work among various departments to guarantee that all links in the event follow the specified objectprinciple of public relations and co
22、re principle of crisis transmission management， the principle of public first is particular important to sports evs and watch the event in the field， the sports event marketing is real experience market end of the event， the experience of audiences will directly influence their impression on this ev
23、 event brings a spiritual enjoyment to the peond on emotion and respect has been satisft to attract participathe creator can achieve the effsuccess of an event relies on whether it has enough influencing pore are various factors promoting the influencing power of the event including： the event is an
24、 international event or a local event; whether the athletes participating in the event has popularity; event organization and event location; a series of publicity before the event held by operational organization including media advertising， professional event website and public relations activitug
25、h to create a brand sports evures， the period is very shic， the constant public relations activities after the event are very necessary to cultivate the loyalty of the public on the evons Sports event is particuust coordinate various interest relations at any time to guarantee the successful impleme
26、ntation of eve the evhe operational management organization should establish long term good cooperative relations with friends in media fields by offering relevant information of event initiatively and offering excellent service to merational management organizatndamental key of the whole evvent， an
27、d then the event sponsor and sports event will gain a win-win staication and coordination with sponThe reasons for crisis are usually differ has certain particularity， which means unpredictable and vast influenal knowledge to deal with crisis issue and establish long term cooperative relation with p
28、ublic relations companing process of Chinese sports event 3.2.1 The domestic and international hot issues should be paid attention to. Industrial era brings huge environmental problem to our society， and information era also brings various problems to us. Current marketing stresses the sense of soci
29、al responsibility in an enterprhe enterprises themselves are a part of the whole socis including serving society， serving human beings and changing life as their core corporate culture to win respect and support from the puberned issues of the public， for the organization of a sports event will have
30、 influence on benefit of the nation and the people in the macro level， and have influence on environmental construction around the venues in the micro lent can also win resonance from the world peoic relations activities held by sports event operational management organization including traffic cons
31、truction problem based on the event and sports charitable evening paization and public relations companies Due to unique whole country system in Chinese competitive sports， the sports event operational management organizations can not maintain their status for a long term， resulting in short term re
32、lations with public relations companies and insufficient confidence， the public relations companies can not perform their advantasin china are set inside the organization， named as activity departments or culture departme regarded as auxiliary activities， separated from other marketing plans， or reg
33、arded as only a small part of marketing p If the public relations activities are carried out according to the marketing objective， the content of event culture can not transferred ws have no function on event marketies， public relations activities are behaviors of a long organization should make eff
34、orts to establish long-term steady cooperative relations with public relations companports event public relations With protracted nature and bidirectional propagation， public relations activity is the best way to establish fine reputation for the brf creating popularconstant praise from various part
35、ies can be the brand asset of the evanizations usually pay attention to the period during the eve， the event can not obtain long term profound influencing pond knowledge about target public， and fails to develop potential marr example， F1 Grand Prix is regarded as a waste of money by many peoaste of
36、 mopted by public people and remembered in mind by public peorelations with the public， for increasing influencing power of the event will drive the development of the evd， especially the commercial tourist， resulting in promotion of city market the sports event public relations can focus on vaster
37、students? market by holding youngsters? sports public benefits activities to establish good brand image， and develop and accumulate potential audiengh. The effective network public relations activity is an effective way to master protracted nature， including cooperation with game website and sports
38、benefit activities on the event Along with the internationalization development of Chinese sports industry， the commercial meaning of sports event is stroncommercialization of sports events including： quitting of sponsors; quitting of athletes; cordial events; and blank whisly damage the reputation
39、of the whole sports evnsciousness at any time and possess the implementation capacity of public relations in cri on the public relatihe most basic factor to succre not due to the shortage of professional taleere are deep-rooted bad habits in personal moral issue and systematic ise football competiti
40、on when these issues are solved one day in futlations can help event operational management organization to build up good event brand image， coordinate and communicate with social public， and guarantee the successful operation of ev of promotion to surrounding environment of the evt in recent ten ye
41、ars， and tries to create its brand evThe famous marketing strategist in the world， AI Ries has suggested that public relations are the only means to create a brand and any other marketing means can not achieve this grketing， public relations are the best channel to create a new brand and maintain an old br责任编辑：李孟明)
