1、Dissertation Submitted toHoHai UniversityIn fulfillment of the RequirementFor the Degree ofMaster of Business AdministrationbyDissertation Supervisor : December, 2011 Nanjing, P.R.China学位论文独创性声明：本人所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的研究成果。与我一同工作的同事对本研究所做的任何贡献均已在
2、论文中作了明确的说明并表示了谢意。如不实，本人负全部责任。论文作者（签名）： （注：手写亲笔签名）学位论文使用授权说明：河海大学、中国科学技术信息研究所、国家图书馆、中国学术期刊（光盘版）电子杂志社有权保留本人所送交学位论文的复印件或电子文档，可以采用影印、缩印或其他复制手段保存论文。本人电子文档的内容和纸质论文的内容相一致。除在保密期内的保密论文外，允许论文被查阅和借阅。论文全部或部分内容的公布(包括刊登) 授权河海大学研究生院办理。论文作者（签名）： （注：手写亲笔签名）摘 要Abstract随着体育运动在世界范围内的普及推广和体育产业的发展，体育赛事等活动日益成为人们关注的焦点。要想在竞
3、争激烈的体育赛事中争夺受众的注意力，满足人们对体育赛事的观赏需求，就必须不断提高赛事观赏水平，建立赛事独有的品牌，将人们对体育赛事的热情和关注转化为对赛事的长久支持。With the sports enhancement of Popularity in the word and the steady development of the industry，sports events is becoming more and more eye-catching. An effective channel when the question show to attract more audien
4、ce into the competitive sports events and improve the sports level are considered is that we should apply to establish unique brand of sports event Which is available to convert Peoples temporaryhttp:/ concerns and passion to a kind of long-run support of theevent.Nowadays most of the sports events
5、http:/ held in China has focused on the marketing strategy. Correspondingly，few of them has tuned their eyes to the brand Planting though the sports events has increased dramatically in quantity, Along with the fierce competition and fast development of the sports industry，its inevitable to innovate
6、 and upgrade the strategy to survive. From the authors viewpoint，the carrying out sustainable development based on the brand strategy and sports events brand establishment can never been emphasized too much here. The paper has focused to analyze the significance and possibility of the brand establis
7、hment of sports events.我国目前每年举办的各项体育赛事数目繁多，但大多对赛事的经营管理还停留在简单的市场营销层面，真正对赛事的品牌进行全方位的规划和建设的赛事屈指可数。随着市场竞争的加剧和体育产业的蓬勃发展，全国各地举办的体育赛事越来越多，只有全面施行品牌建设的体育赛事才能从竞争中脱颖而出，获得受众长期的关注和参与，最终实现赛事的可持续发展。本文主要对赛事品牌运行架构进行了研究，对聚焦于青奥会这一品牌赛事，在分析国内外品牌赛事运作的不足和成功经验的基础上，提出运用项目管理的理论来进行品牌赛事的运行架构设计本文综合运用多种研究方法品牌赛事、青奥会、南京青奥会的运行架构的理论
8、进行了梳理; 对运动的起源与发展、我国发展状况、发展历程进行了介绍，对如何进行品牌赛事的运行架构提出了自己的看法和见解。The documentary analysis，case study，combination of theory and Practice and other belongings are used from the angle of brand establishment in the Paper to research the following statements：The origin and development to sport and its track i
9、n China the history，current situation and future of sport in terms of brand Positioning， brand identity，core competitiveness and communication. Especially，the research of the above four aspects will result to the unique Characteristic description and method of brand establishment http:/ of sporting events.Key words: brand sports , YOG, operation framework
