浅谈中国品牌体育赛事中公共关系问题.docVIP

浅谈中国品牌体育赛事中公共关系问题 　　 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，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。 　　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 contents. Some large international sports events are worthy of greatest attention. Especially in Shanghai and Beijing， there are famous sports events including： F1 China Grand Prix，Shanghai ATP Masters， Shanghai Golden Grand Prix， World Snooker Shanghai Masters， Beijing Triathlon World Championship， China Open， and China International Marathon. In the future， along with increasing openness degree of 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 a branding road of sports event with Chinese characteristics. In certain angle， a large international sports event is more like a large public activity， in which relationships among various parties will be coordinated to create greater influencing power for the sports event. Therefore， the public relations will play a very important role in the creation of brand sports events. 　　 1. The meaning of public relations application in sports 　　1.1 Public relations 　　There are many explanations for the concept of public relations. For example， according to the official definition of Public Relations Society of America on public relations， with the help of public relations， an organization and its public members can be adapted to each other. The famous scholar Ju Yan?an has suggested that public relations refer to a kind of communication and persuasive activity that a social organization or public figure