【摘要】 采用文献资料、逻辑分析等研究方法,以李宁换标为例,对其换标过程的品牌文化展现进行了剖析,并在此基础上对体育品牌发展的文化诉求进行了探究。研究认为,李宁换标是从"模仿"诟病到实现自我的精神呼唤,是从"敢想"到"敢为"的过程跃迁,是从缺乏自信到敢于迈出的魄力展示,是从中国"一哥"到世界一流的角色突破,是从囿于政治到"以人为本"的价值追求。而作为普通体育品牌发展的文化战略诉求包括理念先导、创新先行、隐性潜移、文化竞争、影响再塑和形象提升等多个方面。旨在提高体育品牌的文化内涵与张力。更多还原

【Abstract】 With regard to the logo changing of Lining sports brand,using the documentary data and logical analysis,a research is made on culture presentation and strategic demands for it. The paper shows that the logo changing is spirit calling from the"imitation"to achieving self-criticism,transition process from the"dare- want"to"dare- do",courage show from lack of self- confidence to dare- step,role- breakthrough from the Chinese "big brother"to the world- class,value- pursuit from the political- oriented to the "people- oriented". On this basis,the paper analyzes the demands of the cultural strategy for other sports brands from pilot concept,innovation,invisible mitigration,cultural competition,impact shaping and image enhancing. The paper aims to improve cultural connotation and tension of sports brands.更多还原