The Study Of Wuhan Open Marketing Activities From The Perspective Of Brand Identity

Wuhan Open was founded in 2014.It is the highest level sporting event in the country after China Open and Shanghai Masters.It is also one of the global super five competitions with Doha,Rome,Montreal and Cincinnati and the highest level event held in Wuhan so far.It is held regularly at the Wuhan Optics Valley Tennis Center on the 39 th week of the year and has been signed for 15 years.As the most basic and especially important part of the entire sports industry,sporting events 'marketing operation has currently become an irreversible trend all over the world.Like corporate brands,sporting events sell not only differentiated products,but also differentiated brand concepts.Brand marketing around sporting events has intensified and brand competition has become increasingly tense.However,the sporting events of brand value in China are still rare.Establishing brand awareness and using brand theory to specifically shape and enhance the popularity of the event brand is an urgent need for China's sports event sponsors.As a high-level international sporting event in China,Wuhan Open marketing activities need the guidance of brand theory.In order to enhance the brand value of Wuhan Open and guide the practice of sports events in China,this paper systematically analyzes the practice of Wuhan Open marketing activities from the perspective of brand identity theory.In this paper,the concept of brand and sporting events brands is systematically sorted and re-inducted.Using multi-disciplinary knowledge such as brand sciences and communication sciences,and adopting expert interview method,field investigation method,literature data method and case analysis method,analyse the development and the status quo of Wuhan Open marketing activities and research the improvement strategies of its existing problems.The innovation of this paper is reflected in three aspects: First,the brand identity theory is applied to the research field of sportng events brands,which is can expand the theoretical ideas for the brand development of large-scale sporting events.Secondly,taking Wuhan Open marketing activities as the research object,paying attention to thepractices of the Wuhan Open to fill the current research gap of Wuhan Open marketing activities.Thirdly,based on the analysis of the existing problems on Wuhan Open marketing activities,to propose corresponding improvement strategies.This paper proposes that in order to solve the problems of the vague core identity communication,the ambiguous activity positioning,and the weak activities communication,from the perspective of brand identity theorythe Wuhan Open marketing activities need to shape the sporting event brand's personality,strengthen the customer-oriented,subdivide the target audience to build targeted channels of communication and creat the media ideas to enhance attraction.Hope to provide rational reference for the benign development of Wuhan Open marketing activities.