Study On Brand Communication Of Tour Of China

Brand is crucial for enterprises in business competition of modern society. Sports event is a very important part of the sport industry, it has great social and economic value. Sports event organizer should follow the trend of the market-oriented economy, create unique event brand with commercial operation and build a special brand image. Branding is the inevitable developing course for sports event..Tour Of China started from 2010, it’s an international individual sports event with the largest geographic span in Asia, and also the only cycling race named with China. During the five years, Tour Of China formed its own brand identity system, and became influential in china. However, compared with successful international cycling races such as Tour de France, it still has a long way to go.This article made a research on the brand communication process of Tour Of China, studied the communicators and its motivation, the communication content, media, audience, the communication context and the effect. Those researches revealed the problems in the brand communication process of Tour Of China. Based on the study, this article presented brand communication strategies for Tour Of China.The organizing committee of Tour Of China is a professional event organization with a few unstable factors; It has a special brand identity system, the brand culture depends on the culture of its holding cities and lack of personality, the product of Tour Of China is the race, the level of the competition needs to be improved; the Tour Of China brand has a widely covered communication media system, the media relationship has a lack of depth and continuity; Its audience is widely covered, but there is not enough communication among the audience and between the communicators and audience.Based on the management and execution practice in the five years and the successful experience of other mature international cycling races, organizers of Tour Of China should take corresponding communication strategies to improve its brand communication effect.