Study On Selection And Development Countermeasure Of Brand Sport Of Yangjing Community Of Shanghai

Based on context branding theory, this article explored the characteristics of brand sport, and studied the way to select and develop sport activities of community from the development position and image perspective, helps Shanghai community to prevent malignant competition while launching extensive fitness programs. From a technical perspective, so far, context is the most effective tool linking the brand and the image of the community, and well-achieve the purpose of brand association. This study is an empirical study, aiming at Yangjing community; the first problem is to position the characteristics and image of brand sport of community. On the basis of the three general concepts of "livable Yangjing","shipping service center" and "Pidgin style", combined with the characteristics of sports activities, taking "cultural heritage, happy sports, science and health, quality of life" as the image vocabulary, plan the movable visual design. Secondly, regularly hold the hallmark sports event of brisk walking with Yangjing characteristics.This research took selection and development countermeasure of brand sport of Yangjing community as the research object, using5research methods of literature, expert discussion and interview, logical analysis, observational method and empirical analysis.The thesis consists of seven parts:the first part is introduction, mainly explains the research background and significance of the thesis; the second part is the literature review on the brand research at home and abroad, community sports, brand sport, etc; the third part is the research object and methods; the fourth part is the introduction of the current development of sport and physical activities in Yangjing community; the fifth and sixth parts are the results and analysis, including an overview of the theory and implementation method of construction of context branding,also the empirical study, taking Yangjing community as an example; the seventh part is the conclusion, a summary of the study results.