Бренд-менеджмент в спортивно-оздоровчій сфері

Abstract

У статті виявлено основні аспекти управління брендами в сфері спортивно-оздоровчих послуг, а також основні причини, що перешкоджають появі світових брендів в Україні. Охарактеризовано сутність поняття спортивного менеджменту. Також виділено, що розвиток ринку спортивно-оздоровчих послуг є рушійною силою для розвитку економіки країни та добробуту населення. Зроблено висновок, що в українських фітнес клубах є перспективи стати брендами і надавати якісні спортивно-оздоровчі послуги, але існує ряд негативних факторів, які стримують їх розвиток на споживчому ринку, що чітко виокремлено в дослідженні. Ключові слова: бренд-менеджмент, спортивно-оздоровчі послуги, фітнес клуби, спортивний менеджмент, бренд, якість послуг.

The virtual role of sport in a social and economic system is not analyzed for a single country or its importance in the global economy. However, without such an analysis it is not possible to assess the future prospects of the functioning and development of sports industry in our country and in the world. It should be noted that today Ukraine has developed a unique, but negative socio-economic situation, which significantly affects the inefficient functioning and development of sports sector. However, it still has not found adequate reflection in scientific research, especially in domestic. Regardless of the specific socio-economic environment in developed countries, there are general laws in force in market-oriented socio-economic systems, and they significantly affect the functioning and development of the sports industry. Despite it, sports and wellness sector in such systems is considered part of the economy. It should be noted that sports and wellness services are offered under well-known brands, which best meet the needs of consumers and have the highest quality. Only rare exceptions confirm the rule. It is confident to say that the brand embodies the positive reputation of sports and wellness organizations. Thus, we can conclude that the reputation of sports and wellness organizations are part of its intangible assets. The major aspects of brands in sports and health services are identified in the paper, as well as the main reasons preventing the emergence of international brands in Ukraine. The characteristic nature of the concept of sports management. It is concluded that the Ukrainian fitness clubs have prospects to become brands and provide quality sports and health services, but there are a number of negative factors that hinder their development in the consumer market that clearly singled out in the study. A competitive economy is able to stay on top for long perfection in some products. We have to give them some personalized value to assign them to various associations and images, they ascribe significance of multi - just so they will be sold well and cause themselves to effective commitment, which is expressed in buyer loyalty particular brand. Sport today is not only a healthy lifestyle but also a huge investment, sophisticated marketing and hundreds of thousands of people involved in the sports industry. WE need competent management of enterprises to work effectively in this sphere, but not just natural. We are convinced that high business reputation of the company may be the least expensive factor in increasing the competitiveness and market development of sports and wellness services in Ukraine. Promotion of sports and wellness services on the market can and should be based on the development of resource potential reputational component of sports and wellness organizations (brand image, business reputation, social recognition, authenticity, service, trust the business community). To strengthen the brand position is to use appropriate strategies of companies merging, organizations related industries such as cluster-based approach, which is important at this difficult and uncertain times for the economy of Ukraine. Keywords:brand-management, health club services, fitness clubs, sports management, brand, service quality.