Studies On The Estimation System Of Sport Matches Brand Communicating Value

Based upon the analysis on sport matches characteristics concerning sports events,sport communication,valuable factors and value index, this study tried to achieve several aims:Firstly,it analyzed the communicating elements in Sport Matches Brand Communication Value System, the affecting factor on value,value indexes and the relationship among different indexes;Secondly,a kind of scientific Sport Matches Brand Communication Value Estimation System has been founded and widely applied in sports marketing field;(3) Based on the estimation result,this system has effectively guided sports marketing working,provided action strategy for sport matches organizers and sponsors,and effectively utilized its value.Targeted on sport matches holding in China,this study founded estimation system for sport communication value.6 kinds of researching methods were used,such as data analysis,questionnaire investigation, group investigation,case study,statistical analysis,demonstration method and expert judge method.In general,it achieved 5 conclusions as below:Firstly,the 7W brand communication model of sport matches supports theoretical base for this estimation system.Secondly,in this system,36 kinds of factors,which can be contributed from 6 aspects, affect its communication value;accordingly,its value can be showed from 39 indexes.These indexes,coming from 6 kinds of aspects such as sports event,sport matches,media,audience,zone and sport managing aspects, contribute to matches brand communicating value with different degrees. Thirdly,with scientific and estimating method,this system plays important role in sports marketing field.Based upon the analysis of sports management,the reasonable working program was founded,which includes prophase investigation,communication with clients,analysis on project feasibility,data collection,value estimation,writing estimation paper,paper applying and feedback,and so on.Fourthly,this estimation system is considered,by sport experts groups,as a scientific tool for sports marketing,and it should be enhanced in practice,too. Fifthly,this system was widely applied on different sports matches with ideal effect:it provided strong supports for sports marketers and obtained wide attentions from both sport and media fields.With the overall analysis on the researching results,this study support concerning advice for sport marketing from six aspects.