Research On The Influence Of The Players Identity-brand Value Of The Shanghai Caohejin E-Sports Games

In the road of market competition, different sports events are all kinds of different commodities, with the rapid development of economy, sports events are not a simple sports event, sports events are becoming more market-oriented, industrial and social development direction. In this fierce market competition environment, the competition of the brand construction of the development of the tournament plays more and more important role, the brand value of the brand management as the most important factor of the brand value of the research is also more and more attention.As a new type of sports events of the electronic games, in the information technology is increasingly perfect society, with its unique charm more and more by the public's attention. In 2013, China established the first E-sports national team, the move indicates that China E-sports career step into a new stage. With the rapid development of the market of the electronic competition, the brand of the electronic competition events has become the focus of the competition. Electronic athletics craze hit, taking a panoramic view of Shanghai in recent years also held hundreds of large and small E-sports event, the organizers of the event is composed of the government, schools, sports brokerage company, clubs, cafes, personal, gradually increased with the number of events, the organizers of the event between competitive increasingly fierce. This article from the perspective of the players, the impact of the participants in the relevant factors to study, from all aspects of the event to understand the needs and recognition of competitors, and ultimately to the players agree on the impact of brand value research, in order to enhance the influence and social status.This article will start from the perspective of the players, based on the model of brand value, to study the full experience and evaluation of the players in the competition of electronic competition. Through the review of the relevant theoretical knowledge such as social identity, brand value, social identity and brand value, this paper puts forward 5 hypotheses on the relevant dimensions of the brand value of events. In this paper, we use the method of questionnaire survey to collect the experimental data, with the help of SPSS20.0 software and AMOS21.0 to carry out the empirical analysis.According to the survey data research findings: 1. The special complex of the electronic competitive event, the traditional culture of the team itself, the host of large electronic games, their favorite electronic competitive event, event loyalty and the successful organization of the event is the venue, the team's own perception, host city, participation and observation, event recognition, brand value of these six dimensions of the most important indicators, improve the impact of events. 2. Through the investigation of the participants, the final research results show that the team's own cognition has positive significant influence on the event recognition. 3.The event organized by the understanding of the city of event identification has a positive and significant positive influence; combined with the development of property in the city of Shanghai, increase the local characteristics of events; build Shanghai Caohejing E-sports event brand, first of all to dig out the electronic sports athletics, participation, entertainment. After the full play of all the attributes of the event, the combination of Shanghai's cultural, historical, economic and other information, innovation and the connotation of the Shanghai local electronic competitive event, to be unique. 4. Event recognition is an important factor in the promotion of brand value. To improve the organization and management of the event, to create a successful tournament image, to enhance the players for the tournament's identity, in order to enhance the brand value of the event.