Tankahkeei Cup King Yin Cup Cross Strait Dragon Boat Race Brand Construction Research

In recent years,more and more sporting events have developed rapidly in China,and all kinds of sports and sports events have become the indispensable "seasoning" in the life of people ".While the domestic folk sports events also shine in this period of time!National folk sports events such as the dragon and Lion Dance Championships,Shuttlecock Championship,even the largest type of folk sports,national minority sports,in these years are developing like a raging fire,and as the classic folk events,is closely linked with the end of the Dragon Boat Festival Dragon Boat races,development more and better!With the competition of sports industry and the healthy development of the market,China's current annual Dragon Boat races are numerous,which only a few events to the full implementation of the event only talent shows itself,brand building and perfect the supporting events activities in order to get people's attention,but also to let the people involved.This paper focuses on the tankahkeei cup King Yin cup cross strait dragon boat race this event brand building research,through the literature of the tournament,carries on the analysis and research,so that the local events and the lack of brand building ".Through the collation and analysis of the literature,this dragon boat race has carried out a series of summary and combing: including the historical origin of the dragon boat race,the current development situation and the characteristics of the past ten years and the situation.Then according to the characteristics of this event and the development process of its brand building research,mainly from the event brand recognition,brand positioning,core competitiveness and the media to spread four aspects to carry on the research.The research results can draw the following conclusions: tankahkeei cup King Yin cup cross strait dragon boat race brand recognition mainly through the event name,characters and theme and so on to improve the competition of brand awareness.Its brand positioning is based on public welfare and festivals,and in cross-strait exchanges,this event has become a bridge of cultural communication.The core competence is the most important for a sports event,the tournament has richly endowed by nature natural and humanistic environment and regional advantages,coupled with the country and the government's concern and support,make the competition more competitive.Of course,the spread of a brand competition success also cannot do without the media,a ring on the events of the brand building brand communication is very important,it can improve the competition of brand communication value,cultivate more loyal fans of the tournament.