Research On Cultural Identity And Brand Construction Of World Dragon And Lion Championships In Sanlin

Developing national brand culture and enhancing national cultural self-confidence are important supports in the strategy of Chinese national cultural Renaissance.China has a very rich intangible cultural resources,as part of its sports intangible cultural heritage,has great market potential.With the advent of the brand era,the development of China's national cultural brands is still lagging behind.It is very important for the development of sports culture products that how to construct the cultural brand belonging to the nation,enhance the national cultural identity and cultural self-confidence,give full play to the leading role of the brand and enhance the cultural soft power.As a typical representative of the intangible cultural heritage of sports,the dragon and lion dance has profound cultural connotation.Secondly,folk sports not only have the characteristics of competitive sports,but also contain rich national cultural connotation,which is a treasure house of great cultural value.Furthermore,carrying forward the excellent traditional culture of the Chinese nation is the core content of realizing cultural self-confidence.As one of the core products of sports culture,the intrinsic economic value of sports events will surely stimulate the development of sports industry and provide a powerful boost for it.With the advent of the brand era,branding has become an important intangible asset for enterprises and products,and plays an important role in promoting the development of folk sports events.In this paper,through consulting related books and literature data,questionnaire survey and the interview form,dragon-lion dance championship in three world Lin as the research object,using the brand building of dragon-lion dance championship "five-star model" to the world of brand construction situation,summary analysis dragonlion culture identity and the present situation of the brand building,and brand building for the dragon world championship tournament puts forward rationalization proposals,to further improve the brand influence and dragon world championship.The conclusion shows that:(1)the audience of sanlin world dragon and lion championships includes local and non-local people in Shanghai.Due to the high physical requirements of dragon and lion sports skills,the event spectators are more male than female,and the majority of the young people are highly educated.(2)cultural identity has a positive impact on the brand building of the world dragon and lion championships.Among them,cultural behaviors are closely related to all dimensions of brand intangible assets.Improving the cultural identity of the audience can enhance the brand recognition of the world dragon and lion championships and thus promote the construction of sports culture brand.(3)in the process of brand building,the world dragon and lion championship can make comprehensive construction and planning of the event according to the historical culture and regional cultural characteristics of the project.In terms of brand awareness and brand association,a relatively distinctive brand identification system has been established,and good progress has been made in the construction of brand reputation and brand loyalty,but the brand satisfaction is slightly lower,which is also the future direction of the event.(4)the world dragon and lion championships,a brand of intangible cultural heritage,is gradually maturing.After nearly 20 years of development and the event brand has established a clear brand positioning and brand image.At the same time consumers for the event behind the cultural symbols also have a high degree of recognition.