頁籤選單縮合
題 名 | 2008 北京奧運吉祥物「福娃」之探討=The exploration of Mascot (Fuwa) for the Olympic Game Beijing 2008, China |
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作 者 | 羅雅文; | 書刊名 | 海峽兩岸體育研究學報 |
卷 期 | 2:1 2008.03[民97.03] |
頁 次 | 頁27-41 |
分類號 | 993.29 |
關鍵詞 | 吉祥物; 運動賽會; 運動行銷; Mascot; Sport events; Sport marketing; |
語 文 | 中文(Chinese) |
中文摘要 | 奧運會吉祥物是具有特殊意義的形象。本文主要目的在探討2008 北京奧運會吉祥物「福娃」的形成過程、特色以及潛在商機,經相關的文件蒐整與分析,結果發現: 1、從1972 至2008 年的奧運會吉祥物,各屆主辦國家費盡心力與創意,以求能設計出契合當屆奧運會的理念與主題,帶來祝福並成為宣傳之利器。 2、北京奧運會吉祥物的徵集設計,由大眾與專家共同激盪創意。造型靈感來自於奧林匹克五環標誌、中國五族融合、遼闊山川大地和江河湖海,並融入魚、大熊貓、奧林匹克聖火、藏羚羊以及燕子等造型。代表著北京奧運特色及舉辦理念,傳達歷史文化和人文精神,營造運動聖殿的節慶氛圍,亦藉此推廣奧林匹克內涵精神於社會大眾。 3、在北京奧運主辦方對於特許商品從徵集設計、揭曉活動、知識產權、品牌效應以及相關規範與經營計畫的完善執行,使營銷得以順利、持續地進行。 本文希冀能藉由分析與建議,做為我國未來爭辦與籌辦國際大型運動賽會活動時,有關特許商品的設計票選與營銷策略規劃與推行之參酌。 |
英文摘要 | The mascot for Olympic Game had an imagination for special meaning. In addition, the purposes of this study were to understand the process of form, the specialization, and the potential for business. The documents were collected and analyzed by the author. The results of this study were in the following: (a) The mascots for Olympic Games from 1972 to 2008 were important for every country holding the Olympic Games, and those created by the country which was spending a lot of time, and advertised the philosophy and the spirits of each Olympic Game. (b) The mascot of Olympic Game Beijing 2008 was designed from a lot of experts and populations. The image came from many ways, such as the Olympic Rings, the Ethnicities of China, the Mountains and Lakes, the Olympic Torch Relay, and others. Those were showed the dreams and characteristics for the country holding the Olympic Game from Beijing, and needed to promote the spirits to everyone in the world. (c) The products with the image of mascots, and the process to build, to construct, and to market were permitted and controlled by BOCOG to increase quantitative and quality for sale. In summary, the products, the process and marketing strategy for the mascot needed to be understood and developed in the international competition holding by us to increase the funding. |
本系統中英文摘要資訊取自各篇刊載內容。