Study On The Creation Of The Unique Brand Of Mass Sports In Haidian District

At present the development of mass sports in China was still in the stage of development, is gradually exploring and corresponds to the socialist market economy in our country’s mass sports development path, as the sports industry of the state council to accelerate the promotion of sports consumption of several opinions to carry out and implement the development of mass sports gradually towards the brand model, however, combination of inarketization and highly organised under the condition of mass sports development key projects of research is relatively rare. This study with haidian district mass sports brand construction as the guidance, from haidian district unique cultural resources and natural resources as the focus, haidian district are analyzed, the feasibility of mass sports brand development and innovation.Based on collaborative innovation concept,integration of haidian district’s technical resources, cultural resources, human resources, the complementary advantages of natural resources, in order to realize the innovation development of mass sports brand, haidian district.Uses the literature material law, questionnaire survey method and interview method to Beijing haidian district government, the bureau of quality and technical supervision departments directly under, haidian district, financial services office, disabled persons’ federation, haidian district, haidian district, community service staff and residents to innovate, haidian district, present situation and the demand of mass sports specific brand satisfaction survey. Research conclusions are as follows:1 Haidian district, human resources, technology resources, cultural resources, information resources, ecological resources is relatively abundant, such as location advantage, resource advantage will become an important focus specific brand of mass sports, haidian district.2 Haidian district, the Jack of corresponding social sports organizations and partners, from a certain extent, restricted the mass sports brand creation, haidian district, at(?) me, haidian district, the lack of mass sports development scale, spontaneous endogenous environment, is not conducive to regional special resource advantage and mass sports brand to create organic complementary.3 Haidian district, the design concept of mass sports brand activities should be based on the characteristic resources development and integration, make full use of the overall distribution of regional resources, form a "natural" sports and the development direction of "culture and sport"4 Haidian district, Beijing mass sports is "to produce-study research" the trinity model of development, but in how to integrate science and technology, information resources and the combination of cultural resources and natural resources translates into productivity further breakthrough.5 Combining with the existing cases and expert advice, haidian district, haidian district, the unique cultural resources and natural resources, is to build a unique brand of important points of mass sports, haidian district is also prominent, haidian district mass sports brand fundamental direction of iconicity, innovative and extensive adaptability. Haidian district, mass sports brand activities should follow the basic strategies are:full development and utilization of cultural and natural resources;Provide a powerful policy support;To understand and reflect the physical requirements of the masses;Reasonable reasonable brand positioning and brand positioning need to follow the development of cultural function orientation, development of core competitiveness and resource optimization configuration three basic path.