研究冰雪体育赛事品牌目的在于通过冰雪体育赛事品牌管理、品牌进化与品 牌进化绩效之间关系的探讨，发现路径影响关系，为促进冰雪体育赛事品牌提升提供参 考。以冰雪体育赛事品牌为研究对象，运用文献资料法、层次分析法等研究方法，构建冰 雪体育赛事品牌的层次结构模型，探讨冰雪体育赛事的品牌管理、品牌进化和进化绩效三 个层面的关系影响，获取冰雪体育赛事品牌管理、品牌进化和进化绩效的主要影响因素； 运用结构方程模型等研究方法，构建冰雪体育赛事品牌管理、品牌进化与进化绩效的关系 模型，分析验证路径影响关系。

The purpose of this study is to explore the relationships between brand management, brand evolution and the performance of brand evolution in ice-and-snow sport events, and identify the pathinfluencing factors. The technique of the AHP was used in building a hierarchy model of ice-and- snow sport event brands, discussing the relationships between brand management, brand evolution and evolution performance, and obtaining the main influencing factors. By using the structural equation model, the relationship model of brand management, brand evolution and evolutionary performance of ice-and-snow sport events was constructed, and the path-influencing relationships were analyzed and tested.

G80-05

国家社会科学重点项目：消费需求升级背景下我国冰雪体育产业供给转型研究（17ATY005）。