The Research On Current Development Status And Countermeasures Of Shanghai Brand Sports Events

Sports event has become increasingly important with Beijing 2008 Olympics and the rapid development of the global sports industry as a core and important part of the sports industry. At present, the Shanghai local government has gone all out to major sporting events to the preparation and competition, explore new mechanisms for improving the development of sports industry in 2010 as one of the 20 key tasks. This is the priority of sports development in Shanghai.Based on the basic situation of the Shanghai brand sports events, comparing different operation modes, learn Major League Baseball brand building, put forward the goal of building Shanghai brand events, principles and measures. Present the theoretical basis to successfully build brand Shanghai features events, in order to globalize Shanghai culture, Chinese culture which through the sports events made effective recommendations.Based on the research of the current situation of Shanghai brand sports events, analyzed various influence of politics, economy and culture, then post problems, compared the different competition operation modes, learn the operation experience from Major League Baseball, thus put forward the goal of building Shanghai brand sports events, principles and measures.Regard the Shanghai brand sports events as its main research object, the research methods of this paper include documentary, interview, case analysis, logical analysis methods and comparative analysis.The paper includes 5 parts altogether: Part one is the preface, mainly explain the research background, purpose and meaning of the thesis; Part two is a literature review of brand relevant theories, making overall analysis to the domestic and international relevant literature about the brand theory and brand sports events; Part three is research object, content, method, thinking, innovation and limitation; Part four is study result and analysis, including the following contents specifically: development of Shanghai Brand sports events, the comparison of the sports event's operation, the development of foreign brand sports events which inspire build Shanghai brand sports events objectives, principles and measures; Part five is the main conclusions and outlook.Through analyzing, the paper draws the following main conclusions:(1) Shanghai sports events have play positive role in economic development and social construction as an important part of the sports industry. Up to now, the market of Shanghai sport events has many different performance, held several competitions like multi-sports games, league games, international brand sport events, games hold by social force, forming six well-known brand events and the "One District, One Product" feature event. But there are still some problems with Shanghai brand sports events. (2) Sports event operation have different modes because of different organizers. It can be effectively hold Shanghai brand sports events through combining with Shanghai practical and basing in China local. We should explore and form the government leading, social participation and market operation pattern, and improving the details. (3) Major League baseball makes a study for Shanghai to build the brand event. Shanghai brand sports events should notice the public relations dissemination and intangible assets management, try to establish a healthy and active image of civilization. It should establish a scientific and normative relation management system and marketing system. Its market development should combine the actual local cultural. (4) In the process of brand building events, should be made systematic plan, establishing short-and long-term goals. According to the principle of strict, formulate measures. Make sure objectives, follow the principles and countermeasures, in order to build a successful Shanghai brand sports events, and it will be bigger and stronger.