Research On The Construction Of Zibo Soccer Culture Brand

Currently, many cities are actively improve there urban influence rely on sporting eventsand sports culture. As China’s political center and historic city, Beijing showing his deep heritageand modern development to the world through Olympics. Shanghai, as China’s economic center,annually attracts attention of the world by the IAAF Golden League and the ATP Tennis Masters.As the cradle of the football, Zibo has a great influence in the international football, as well as arich and profound football culture, which is deserved as a business card for Zibo to movetowards the world. However, with the development of China’s economy, large numbers offoreign sports culture pour into the Chinese market, as a result, Zibo’s competitiveness offootball culture is clearly insufficient in the fierce competition. So, the construction of Zibofootball culture brand has important significance to preserve and develop itself, as well asimprove the reputation of the city.In this paper, Zibo football culture for the study, the use of literature, interviews, SWOTanalysis Zibo football culture, brand building-related data were analyzed with the use of SWOTmodel Zibo football culture brand building strengths, weaknesses, opportunities and challengefor analysis. The following conclusions:1, Zibo origin as world football, football culture has gone through two thousand years ofdevelopment, has become a rich content and profound cultural heritage of the sport. At present,the development of football culture Zibo encountered many challenges and difficulties, so thefootball culture brand building Zibo Zibo football culture is the only way to sustainabledevelopment.2, Zibo football culture brand building strengths include "Football origin," the far-reachingimpact, superior development environment, at all levels of government support, a good economicfoundation and rich cultural heritage, the success of large-scale events and good mass base.Disadvantages are mainly the lack of brand awareness, weak competitiveness, unsustainabledevelopment; lack of long-term concern; goals are not clear, may not be implemented; lack ofscientific and standardized management; lack of talent and lack of culture to build brandrecognition.Opportunities are mainly beneficial to the future development of football culture inZibo, Zibo city to improve the impact of the construction of football city card, drive economicdevelopment in Zibo. Challenges include foreign culture challenges and current downturn in thedomestic football. Brand positioning, brand identity, brand objectives, branding, brand maintainZibo football culture brand building proposed the idea as a theoretical basis.3, Zibo football culture brand building to a high starting point, high positioning, highquality as the guiding ideology, will be developed into a world-renowned Zibo city football,sports culture Zibo football culture is scientific and democratic public. Design Zibo football culture brand slogan and logo, through the establishment of landmarks, the contractor and thefounder of major events, experiential marketing, brand endorsements, media promotion andother means of Zibo football culture brand promotion. Zibo Qi culture of football culture andbrand combines innovation, good brand crisis prevention.4, to build the first brand of football Zibo must unify their thinking, establish brandawareness; secondly to establish a special brand building institutions; third is absorbed, trainingspecialized personnel to build brands; fourth is to establish a scientific and efficient brandmanagement and supervision system; first Fifth, to provide strong financial support.