Research On The International Influences Of Beijing Brand Sport Events

This paper aims to discuss the definition and constituent elements ofinternational influence of brand sport events and analyze Beijing current situation.With the comparative analysis of Wimbledon Championships and China open,summarize the problems to propose the countermeasures to improveinternational influence of Beijing brand sport events.This study uses literature data method, expert interview method, Delphi method,SWOT analysis method, empirical analysis, comparative analysis, analytic hierarchyprocess (AHP), and mathematical statistics method. The main conclusions are asfollows:1. International influence of brand sport events is defined as: a kind of power takingbrand sports event as the core elements could exert large influence on other countriesor the whole international community will or behavior. It will be influenced andrestricted by the quality of sport events, the host city and country’s comprehensivenational strength and other factors. And it could promote the development ofpopularization and internationalization of the sport, enhance the international imageof city and expand the international influence of the city.2. Constituent elements of international influence of brand sport events contain7second-class targets they are：human, media, international environment, finance,material, technology;21three-level indicators according to the importance they are:good brand competitiveness, high levels of star athletes, event organization managerswith global strategic vision, high brand value, positive brand expansion and multiplechannels of communication and so on.3. The SWOT analysis of international influence of Beijing brand sport events are:advantages include perfect material foundation, relevant support including funds andpolicy provided by government, and gradually the increasing international influenceof Beijing and China, the increase of media propaganda, high quality of sport eventsguaranteed by rich experience, high level of the event; disadvantages include lessbrand competitiveness, underexploitation of brand value, anonymous sport eventsculture, relatively weak mass base, unstable audience, lack of international first-classteam of sports management professionals; opportunities are that our country is in theprocess of changing for powerful, Beijing is in the step of building international sportsmetropolis and numerous international events take a fancy to Beijing; threats contain the rapid development of other international events at home and abroad, lack ofdiscourse power during the international sports affairs.4. There is certain spatial difference contrasts to Wimbledon on event developmentbackground, brand value of the event, sports culture, audience attention and scale ofathletes, so there still a lot of room to improve.5. There are four countermeasures for international influence of Beijing brand sportevents. They are maintaining and adding brand value, assurance of events quality andbrand innovation on brand competitiveness；the combination of localization andinternationalization for sport events；human management taken mainly from theaspects of organization operator, spectators and athletes；mastery of louder voice ininternational sports by dispatching and training first-class professional forinternational sports organizations and marketing the city and country to the world.