文献类型：期刊文献

中文题名：基于CIS理论的中国乒乓球俱乐部超级联赛品牌形象构建:问题检视与多维路径

英文题名：Building the Brand Image of the Chinese Table Tennis Super League based on CIS Theory:Problem Inspection and Promotion Strategy

作者：马越斐[1]

机构：[1]华东理工大学体育科学与工程学院,上海200237

年份：2023

卷号：41

期号：2

起止页码：40

中文期刊名：哈尔滨体育学院学报

外文期刊名：Journal of Harbin Sport University

收录：国家哲学社会科学学术期刊数据库

语种：中文

中文关键词：CIS理论;乒超联赛品牌形象;问题;路径

外文关键词：CIS theory;China Table Tennis Super League brand image;Problem;Strategy

摘要：为有效构建中国乒乓球俱乐部超级联赛品牌形象,采用文献研究法、专家访谈法和逻辑推理法,以CIS理论为指导,全面探索中国乒乓球俱乐部超级联赛在品牌形象构建中所存在问题,并提出相应的优化策略。研究发现,中国乒乓球俱乐部超级联赛仍存在着理念亟须升级、行为亟待改进、视觉有待凸显等挑战,需要从“强化理念文化意识,夯实精神支撑;创新行为管理模式,纾解发展困局;注重视觉元素开发,增强品牌识别”等方面入手,进行针对性的改革创新,以赋能中国乒乓球俱乐部超级联赛良好的品牌形象建设及可持续发展,为体育强国梦的实现贡献力量。
In order to effectively build the brand image of the Table Tennis Super League and pave the way for the sustainable and healthy development of the Table Tennis Super League,by literature,expert interviews and logical reasoning,guided by the CIS theory,this research comprehensively explores the problems and improvement strategies of building brand image of the Table Tennis Super League.Research shows that there are still challenges in the current Table Tennis Super League,such as the concept of the Table Tennis Super League needs to be upgraded,the behavior of the Table Tennis Super League needs to be improved,and the vision of the Table Tennis Super League needs to be highlighted.So,it is necessary to"strengthen the concept and cultural awareness,consolidate the spiritual support;innovate the behavior management model to relieve the development dilemma;pay attention to the development of visual elements and enhance the brand recognition"and other aspects,carry out targeted reform and innovation,which can empower the Table Tennis Super League to build a good brand image and sustainable development,and contribute to the realization of the dream of a strong country in sports.