Study On Bralld Development Of Tour Of China

This paper regarded Tour of China as the research object, researched on the theory and practice of Tour of China Brand development by methods of literature, interview, observation and comparison, the results are as follows:1. The three session of Tour of China Brand development present situation analysis, evaluation results:(1) brand identity. Logo design is unsettled, not conducive to the audience; Mascot and sales of goods are lack of franchise cooperation; Landscape development is lack of integrity, technical support and depth; Language development is not comprehensive enough; the intellectual property development is behind.(2) management of organization. The Organization Committee’s executive power is strong, market operation ability is weak; City Committee is temporary, instable, lack of long-term planning; City government events funding and events assessment agencies are lack; the dual identity of Olympic Sports Industry Co. Ltd determines low market development efficiency and high operation efficiency in events.(3) events process, pre-competition:lack of organization, engine and publicity; Match:Events product has not high quality; After the game: sustainable construction is not strong.(4) brand sponsorship and communication. Three levels of sponsorship has been formed and standardized, combining domestic enterprises with Chinese independent intellectual property rights events is a superior model; The ability of using events marketing of domestic enterprises is still very weak; Monopoly television system restricts funds source of the events; Marketing concept and marketing methods is behind; New media in the dissemination of Tour of China does not fully reflect. 2. The enlightenment of Tour de France on Tour of China brand development:(1) the material level. High standard team and high level athletes provide high-quality events products for the audience; excellent market operation provides full economic security for the events;the advanced events production and spread show a wonderful picture and the content of Tour de France.(2) system level. Effective organizational structure and organizational culture is the guarantee on benign operation of the Tour de France; Continuous reformation is the lasting prosperity of Tour de France.(3) the value level. It is the retrospect of French natural and cultural history; it is spectator sports and sporting spectator.3. Brand theory and sports events brand theory research show:brand identity, brand marketing, brand management are three support constructions of sports events brand, and (brand culture, brand product, brand symbol),(marketing concept, marketing strategy),(brand organization, brand protection, brand evaluation) are the main elements of three support constructions, on the basis of three support constructions, by developing eight elements can effectively promote the formation and development of Tour of China brand.