Study On Brand Building Of Kung Fu All-around Skill Competition

The construction of event brand is of great significance to the sustainable development of the event and the formation of a good brand gene.There is a clear gap between China's comprehensive fighting events and the world-renowned competitions in brand building.And I Am The Champion Of Boxing,using all-round skills of Kungfu to localize the comprehensive fighting movement,aiming to create a local original competition.This paper takes the brand building of Kungfu all-round competition——I Am The Champion Of Boxing as the research object.Through the methods of documentation,questionnaire and interview,this paper analyses and studies the brand building of the I Am The Champion Of Boxing.The main reason why the championship can not form a well-known brand is that it does not attach enough importance to the brand building of the championship,does not form a perfect brand building mechanism,the method is relatively simple and is still in the stage of exploration and development.The main conclusions are as follows:1?"I am the champion of boxing" as an original local event,creatively created a folk fighting enthusiasts' martial arts platform,with unique brand characteristics.But at present,the overall level of brand building of "I am the champion" competition is not high.Organizers do not attach enough importance to the brand building of the competition,planning is not comprehensive,construction mechanism is not perfect,and lack of in-depth excavation of the content of the brand building of the competition,resulting in slow promotion of the brand,low popularity and weak mass base.2?In the aspect of brand identification,"I am the champion of boxing" has a clear brand cultural connotation,and through the name of the event,logo and otherforms,it is externalized and displayed to the audience.However,there is a lack of strong institutional supervision and implementation ability for the construction of organizer's brand culture,and cultural output mostly stays at the level of consciousness.The construction of event brand logo is not comprehensive and shows a single form.Competition system is easy to confuse the public with brand.Competition products need polishing,the level of competition is slightly insufficient,and the quality of service needs to be improved.3?In terms of brand marketing,"I am the champion of boxing" uses the whole media to carry out marketing,with greater investment.However,the way of marketing is relatively single,and the quality of media coverage is not high.And the lack of stability in brand marketing is not conducive to the formation of a fixed and loyal audience.At the same time,the audience's sense of introduction is not strong,and the market cultivation ability is insufficient.4?In the aspect of competition brand management,"I am the champion of boxing" competition brand operation and other departments' functions overlap,resulting in imperfect brand planning.At the same time,the competition side lacks systematic training on the professional quality of internal personnel,and the specific division of labor is not clear,which easily leads to internal contradictions.In terms of brand protection,the competitors have adopted legal means and registered corresponding trademarks,but the crisis management measures are not comprehensive,and the athletes' safety guarantee mechanism is not perfect.