Research On Brand Building Of Orienteering Competition Of Ancient Post Road In South Guangdong Of China

In order to further implement the 19th CPC National Congress spirits and General Secretary Xi "let in the museum of cultural relics collection,on display in the vast land of heritage,writing words in ancient books are living up to" instructions requirements,combined with beautiful rural construction tourism,sports,culture and other resources integration development way in Guangdong province,to carry out the "Nan Yue ancient red activation action plan".Under the background of the national strategy of "Healthy China" and "rural revitalization",the high-quality development of sports industry,the cultural inheritance of regional ancient villages and the construction of a province with strong culture,as well as the enhancement of the market competitiveness of directional sports events,carry out the research on the brand construction of the Nan Yue ancient red directional contest.It is of great significance to strengthen the theory of sports event brand building,promote national fitness and serve a healthy China,inherit regional characteristic culture,build strong provincial culture,establish sports event brand and enhance the international discourse power of sports.This study by Nan Yue ancient red directional series brand construction as the research object,using literature method,the Delphi expert investigation method,expert conference,the methods of questionnaire investigation,interview method,by 2016 to 2019,Nan Yue ancient red directional contest held by the tournament at 36 condition is based on facts,the purpose of constructing the index system of the brand construction of the Nan Yue ancient red directional contest is to examine the current situation of the brand construction of the Nan Yue ancient red directional contest,analyze the problems of the brand construction of the Nan Yue ancient red directional contest,and analyze the reasons for the brand construction of the Nan Yue ancient red directional contest.Then combining with the experience of brand building of foreign competitions,this paper puts forward the realistic path to realize the brand building of Nan Yue ancient red directional contest.The research results show that:(1)brand building theory(Aaker five-star brand equity conceptual model),stakeholder theory,strategic theory is Nan Yue ancient red directional competition the important theory basis of the brand construction,build China Nan Yue ancient red directional competition of brand construction theory frame.Aaker brand equity "five-star" concept model is used to construct the contest of Nan Yue ancient red directional brand construction index system of strategic;Stakeholder theory to help analyze the Nan Yue ancient red directional series brand construction main interests related.Theory support of Nan Yue ancient red directional series brand construction.(2)This paper sorts out the development course of the ancient Post road of South Guangdong and the development course of the Nan Yue ancient red directional competition,and makes clear the role positioning of the brand construction of the ancient Post Road orientation contest in China,namely,the "promoter" of rural revitalization strategy,the "leader" of orienteering competition brand,the "explorer" of the Nan Yue ancient red directional competition,and the "promoter" of the integration of ancient post road sports and travel resources;It is believed that the brand construction of ancient Post road in South Guangdong has the leading value of innovating the integrated development mode of national fitness and sports industry,the model value of "sports + tourism" development model to promote rural revitalization,the model value of living inheritance of folk culture heritage,and the imitation value of sports event brand construction.(3)Review the brand construction achievements of The Ancient Post Road orienting competition in South Guangdong,including the gradual improvement of brand awareness(pursues became clear brand positioning,brand building accurate positioning,development mission focus),Nan Yue ancient red directional series brand makes steady progress(competition construction clear,clear the government role in constructing the tournament,attaches great importance to the competition of market cultivation and development,non-governmental organizations to participate in the active),Nan Yue ancient red directional competition gradually comprehensive brand recognition(infrastructure improvement,event operations management level gradually improve)brand association degree,Nan Yue ancient red directional competition gradually deep(competition gradually into the heart for identification),event organization,south The brand loyalty of the Ancient Guangdong Post Road Orienteering competition has been gradually improved and the reputation of the ancient Guangdong Post Road orienteering Competition has been gradually improved(the participants have high satisfaction with the competition and the level of the competition has been gradually improved).(4)The depth of mining China Nan Yue ancient red directional competition problems of brand construction,namely south guangdong ancient red directional series brand promotion and communication needs to be strengthened,Nan Yue ancient red directional series brand culture to improve mining and construction,the ancient red directional big brand identity and also should strengthen the association degree,Nan Yue ancient red directional series brand construction rely too much on the government,Nan Yue ancient red directional series brand construction enterprise cooperation pattern has not formed;The reasons mainly include government,society,market,culture and individual,namely,insufficient brand construction professional management personnel,event management rely too much on the government,not form a social operation model of industrial development channel is too single,department management ability and service ability need to be improved and cultural communication needs to be strengthened.(5)Based on the "five-star" concept model of Aaker brand equity,the brand construction index system of the Ancient Wayway orientation Competition in South China and Guangdong was established,including five first-class indicators,namely brand awareness(0.25),brand recognition(0.26),brand association(0.20),brand loyalty(0.13)and brand reputation(0.15).Brand positioning,brand building,brand promotion,brand propagation,the infrastructure construction,the operational management of the event,the cultural value of mining,the game process,the organization of the event,event identification,attitude loyalty and behavior loyalty,quality evaluation,for the promotion of project development as a contest of Nan Yue ancient red directional brand construction of 14 secondary indicators,clear positioning the development mission,accurate positioning the value proposition of the event,and accurate judgment to the event development environment as a contest of Nan Yue ancient red directional brand construction of 84 tertiary indicators.Moreover,the fifth station in 2019 is taken as an example to conduct a comprehensive evaluation and research on the brand construction of the ancient Post Road Orienteering competition in South Guangdong,aiming to the theoretical level of the ancient Post road directional competition brand construction index system into practice.The recommendations are as follows:(1)Focus from Sweden directional 5 brands(O-Ringen)events and Finland yukos pull(JUKOLA)directional cross-country relay two directional sport world top brand construction experience,analyis the Swedish directional 5(O-Ringen)event the concept of brand building,marketing,information technology application,selection of sponsors,and the concept of brand building,track design,first aid system and competition mode of Finland Yukora Orienteering Relay race.Get the inspiration of the brand construction of the ancient Post road orienteing competition in South Guangdong.That is,to build a distinctive brand construction concept,pay attention to excavate the value of oriented-sports for people's mental development,highly unified event organization and management,fully develop the event marketization and pay attention to the construction and dissemination of the event culture.(2)Determine the specific content and key issues of the brand strategic planning of The Ancient Post Road Orienteing competition in South Guangdong,and determine the brand strategic positioning and strategic orientation of the ancient Post Road orienteing competition based on the three dimensions of basic principles,specific steps and main methods,determine the contest of Nan Yue ancient red directional and key problems of the specific content of the brand strategic planning,in turn,is based on the basic principles,steps and main methods three dimensions determine the contest of Nan Yue ancient red directional lay a strategic planning guide brand positioning.(3)from the implementation of Nan Yue ancient red directional series brand construction of medium measure specific content,understanding Nan Yue ancient red directional series brand awareness,awareness,reputation,loyalty,and deep connotation of association degree and clear ascension Nan Yue ancient red directional series brand awareness,awareness,reputation,loyalty,and the principle of association degree,put forward ascension Nan Yue ancient red directional series brand awareness,awareness,reputation,loyalty and association degree of strategy.(4)Put forward the brand building and development countermeasures of the ancient Post Road orientation competition in South Guangdong from the micro level,that is,to meet the demands of stakeholders of the event's brand building and improve the quality of brand;Optimize the brand management mode and standardize the construction process of the ancient Post road directional competition in South Guangdong;Promote the diversified integration of the ancient Post road orientation competition brands in Southern Guangdong and coordinate the favorable resources;Excavate the brand culture connotation of the ancient Post road orienteing competition in South Guangdong and attach importance to publicity and promotion.