Research On Brand Construction Of Air+Style Beijing

With the development of sports in the world and the popularization of sports industry,sports events and other activities have increasingly become the centre of attention.In order to attract the attention of consumers in the competitive sports events and to meet the people's viewing needs of sports events,we must constantly improve the level of competition ornamental,establish a unique brand,thus transforming the enthusiasm and attention of the sports events into long-term support for the events.With the 2022 Olympic winter games the beijing-zhangjiakou win the bid,ice and snow event in China market also started booming,many ice and snow sports have sprung up,but most of the ice and snow sports management still stays in the simple marketing lel,the real brand of event which are extensively planed and constructed are numbered.With the intensification of the market competition and the vigorous development of the sports industry,only the ice and snow events have fully implemented brand can they stand out in the competition and get the long-term attention of the audience.Since Air+Style Beijing's entry into China in 2010.It has achieved some success after a complete competition planning and brand building.This paper uses the method of combining theory and practice based on the basic theory of marketing and brand building.It analyze the present situation and problems of brand construction of Air+Style Beijing by using the method of literature,field investigation,expert interview and so on,thus finding the regularity in the process of brand building,summarizing the deficiency,and puting forward the countermeasures to solve these problems.The main conclusions of this study are as follows: the process of Air+Style Beijing's brand building is a long and dynamic engineering.After eight years,it has grown into one of the most influential and domestic competitions.As one of the Olympic heritages,it promote the popularization and development of ice snow sports and play an active role in the 2022 Beijing Winter Olympics on preheating.The upgrade of the tournament has brought new development opportunities to Air+Style Beijing,and also has provide a wider development prospect.As the international influence of the large ice snow sports events,Air+Style Beijing brand building is still in the primary stage of development.The main problem is: in the event of brand recognition and brand building,it lacks of unified planning,at the same time,the event brand recognition elements have missed;In terms of the broadcast of the event,the theme of the theme of the event was missing,which failed to combine with the local customs of Beijing;lacking of media communication content and the lack of sustainable communication;event service is poor,and the on-site viewing environment is not good.The development of intangible assets of the event is limited.This paper further puts forward suggestions for brand construction of Air+Style Beijing: improving brand identification elements,setting up a clear image of events,improving tournament services,training stable customer groups,grasping the connotations of events and emphasizing brand benefits.