“K-1”品牌的运营与投资对“武林风”发展启示-《体育科学研究》

文章信息/Info

Title:: The Enlightenment of the Operation and Investment of“K-1” Brandon the Development of “Wulin Wind”

Author(s):: WANG Wen; (Physical Education Department of Jilin Institute of Chemical Technology,Jilin 132022,China)

摘要:: “K-1”作为世界顶级搏击赛事，在品牌运营与投资建设方面有着丰富经验与独特亮点。“武林风”作为国内搏击赛事的顶级品牌，其品牌发展战略与“K-1”有着诸多相似之处，但“武林风”品牌在国际上与“K-1”相比还存在较大差距。“K-1”商业化的品牌意识与娱乐性的品牌定位之间的良好互动，为处在刚刚国际化发展阶段的“武林风”提供了有利借鉴。基于此，通过分析“K-1”品牌价值塑造的运营以及世界战略的品牌投资这两个方面，总结认为：“武林风”在品牌运营上，需要设计符合市场运营规律的赛事，并对自身品牌进行重新打造；在品牌投资上，需要确立突出以质量求发展的全球品牌投资战略，否则难以打造世界顶级搏击品牌并获得高价值品牌投资回报。

Abstract:: As the world’s top fighting event,“K-1” has rich experience and unique highlights in brand operation and investment construction.As the top brand in domestic fighting events,“Wulin Style” has many similarities in its brand development strategy with “K-1”,but there is still a big gap between “Wulin Style” and “K-1” internationally.The good interaction between the brand awareness of “K-1” commercialization and the brand positioning of entertainment has provided a beneficial reference for the “Wulin Style” that is just in the stage of international development.Based on this,by analyzing the operation of “K-1” in brand value shaping and the brand investment of the world strategy,it is believed that the brand operation of “Wulin Style” needs to design events that conform to the laws of market operation,and treat itself Brand rebuilding;in terms of brand investment,it is necessary to establish a global brand investment strategy that emphasizes development by quality,otherwise it will be difficult to build the world’s top fighting brand and obtain high-value brand investment returns.