Research On Development Path Of Our Country National Folk Sports Brand Event

With the rise of Western Sports, Western sports occupy an absolutely dominantposition in the international sports competition, competition in the international sportsarena has become a way to enhance the international image and the comprehensivenational strength, and the special period in our country when sports was used as adiplomatic tool and other various historical reasons, resulted in our country where folksports gradually going beyond from mass sports events, even isolated. However, withthe government and people’s strengthening of the national culture and nationalheritage protection, national folk sports has gradually returned to the spotlight. TheCompetitiveness and less-of-interest of western sports has obviously conflicts withfitness and entertainment of current mass sports, which led to the diverse consumptionof sports events in china. However, hundreds of colorful national folk sports havebeen handed down, How to build the national brand folk sports, to become the dailysport events appreciation is a serious problem in our country. Our country is amultinational country, with the owner of five thousand years of cultural history, andevery nation has its unique ethnic folk cultural activities, including national festivals,folk customs, athletic events, myths, folk dances etc. To research on ethnic folk sportsand folk events, we should consider the vital interests of the grassroots, so that folksports can reflect the functional value in the national fitness activities, andcompetitiveness and ornamental value in large sports events.Methods of literature consultation, logic analysis, questionnaire survey, expertinterview, case analysis were used in this study. Based on relative fundamentaltheory and research of national folk sports events, taking functional value, structuralelements, structural elements of folk sports, dynamic mechanism, nurturing path folksports sporting events studied,putting national folk sports in the background ofpowerful sport and cultural nation, systemically summarizing and analyzing therelationship between national folk sports and culture, economy and education,demonstrating development goals and diverse values of national folk sports. Throughthe recognition shaping value of national sport events, government and social support, promotion and popularization, based on functional value, structural elements anddynamical mechanism of brand nourishment, the study suggests the development pathof national folk sport events can be workable.The results are as follow:(1)The value of national folk sports brand event functions: the value of fitnessand entertainment value of the combination of ancient and modern urban culture andfolk culture integration, promote local economic development and recognition of thevalue waste management, heritage and educational value of traditional culture,national unity and cohesion value.(2) Structural elements of folk sports brand: brand identity, organizations,stakeholders.(3)Dynamic Mechanism of national folk sports brand: the root of powerprotection and cultural heritage; endogenous motivation: create brand events; extrinsicmotivation: the strong support of the government and society; continued momentum:sports brand events portfolio.(4) Development path of our country national folk sports brand event: brandidentity (brand culture, brand symbol), brand marketing (brand positioning, marketingstrategy), Brand Management (brand activation, brand exposure, brand protection).