Research On Brand Building And Development Strategy Of Sports Events In Yunnan Province

As a very important part of the sports industry,sports events have always shouldered the people's need for a growing and better life,and they carry the values of national political stability,economic development,national cultural display and modern lifestyle.After 40 years of reform and development,Yunnan Province has made tremendous progress.As an important part of the sports industry,sports competitions have played a positive role in the construction of society and the development of the city,but as an economically underdeveloped province,The GDP of the sports industry is still relatively weak.Therefore,how to give full play to the advantages of Yunnan Province's location,plateau,and ethnic groups to carry out sports events,and to promote the development of sports industry in Yunnan through sports events is an important mission of sports development in Yunnan Province.Based on the brand theory,this research is based on Yunnan,using questionnaires,interviews,field observations,case studies,etc.to study the branding and development of Yunnan sports events,and draws the following conclusions:1.The sports event brand in Yunnan Province has experienced three stages of germination,growth and maturity,and initially formed the“Shang he Kunming International Marathon”,“Colorful Yunnan·Gryffindor Bicycle Festival ” and “ Colorful Yunnan · Belt The three famous international competitions”,including the one-way international football open competition,and the characteristic industrial chain of“one core,one circle,two poles,five belts and multiple points”,namely,Kunming is the core area for the development of the province's sports industry.The province's sports circle,which spreads to the surroundingareas,has transformed Yuxi City and Qujing City into two emerging growth poles for the rapid development of the province's sports industry,creating five distinctive sports industry belts and the diversity of urban construction in the province.Point-shaped distribution of sports industry functional areas,construction of competitive performances,sports tourism,sports rehabilitation,sports training,sports and leisure and other characteristic industrial chains.2.In the process of shaping Yunnan sports events,Yunnan Province should fully develop brand recognition,and comprehensively develop the language system of the event from the logos,emblems,mascots,slogans and theme songs.From the scale of the event and the uniqueness of the natural environment and the human landscape,the core competitiveness of the event brand is built.Make full use of TV media,online media,print media,mobile outdoor media,as well as image spokespersons and press conferences to promote and disseminate the event.The event brand should actively carry out sports projects and create a good foundation.3.The strategies of shaping the brand of Yunnan sports events include making careful and systematic planning,establishing near,medium and long-term goals,and putting forward four operable countermeasures,three levels and eight dimensions to shaping the brand of Yunnan sports events according to the principles.Four countermeasures are as follows:(1)systematic event planning,diversified financial support;(2)fully developing sports events and speeding up the process of branding;(3)improving competition products,highlighting brand differences;(4)building a three-dimensional image,strengthening brand communication;(5)actively thinking about globalization and implementing localization action.Three levels: brand identification,brand marketing and brand maintenance.Eight dimensions: brand culture,brand products,marketing means,marketing concepts,industrial integration,integration into international development,improvement of organization and crisis management.