Research On Brand Construction Of Jiaozuo International Taijiquan Exchange Competition

The sports is an important means of human development, and the local game brand is one of important criteria that evaluate sports development in national and regional. With the global development of the sports industry, sports events as the core of the sports industry, plays a very important role in promoting social and economic development of countries and regions. China has a large number of outstanding sporting even resources, which is the foundation of creating events. Especially, after2008Beijing Olympics, many provinces look local sports event as an opportunity of displaying style, raising awareness, boosting economic development and promoting the urbanization. Under the impact of famous sports events in western, creating sports event brand is the key point of China sports development.This study takes International Jiaozuo Taijiquan Exchange Competition, as the study case. through the literature material method, field investigation method and interview method, analyze internal and external environment, advantages and disadvantages of Jiaozuo International Taijiquan Exchange Competition; sum up its present situation and the existing problems; combined with sports brand theory, put forward valuable suggestions of creating characteristic sports events brand in our country, especially for the development of traditional sports events. Research conclusions are as follows:1.At present, local government attaches great importance and support Jiaozuo International Taijiquan Exchange Competition. The influence of tai chi chuan is growing both at home and abroad, and it has made certain achievements. But because our country sports system is immature, brand construction have many problems, such as fierce competition between domestic and foreign and Jiaozuo government and event organizers lack of brand awareness and professional talents, etc. 2. According to current situation and development goal of Jiaozuo International Taijiquan Exchange Competition, this event should regard "first-class, the international famous; public welfare and national inheritance; the festival" as its brand positioning in future.3. In the brand recognition layer, there are serious problems in the basic elements of Jiaozuo International Taijiquan Exchange Competition, such as the event name change frequently, tournament logo and the slogan is imperfection, etc. And compared to the abundant cultural connotation of taijiquan, there are seriously short of the culture construction of event brand. Therefore, core value and unique value should be strengthened.4.Jiaozuo International Taijiquan Exchange Competition has no systematic brand marketing consciousness, previouscontests spend a lot of resources to hold a variety of publicity activities, but it didn’t receive obvious results. Overall, publicity activities lack of planning, and the professional and integration should be strengthened.