A Research On The Brand Cultivation Of Shanghai Amateurs Games

Mass sports events are important part of the National Fitness Campaign,which not only inspire residents to participate in fitness activities while enhancing their physique,but also promote the economic and social development of the host city.Since the issue of No.46 document,mass sports events have been held in various cities,with problems gradually arising,among which,a lack of brand effect is one of the most serious problems,attracting attention from relevant fields.As an international metropolis,Shanghai has good infrastructure,solid market foundation and sports consumption groups with certain consumption ability.Shanghai has actively formulated various policies and adjusted the functions of the government.In recent years,Shanghai is promoting the development of Shanghai Amateurs Games with the aim of building a hallmark event for residents who are interested in physical activities.Therefore,this paper will focus on the brand cultivation of Shanghai Amateurs Games,in order to provide feasible suggestions for the brand cultivation of Shanghai Amateur Games,as well as for other cities in China.By using the methods of literature research,field investigation,expert interview and questionnaire survey,this paper selects the Shanghai Amateur Games as the main research object.The main purpose of this paper is to sort out the main contents,the methods and the effects of brand cultivation of Shanghai Amateur League.This paper will also summarize both important experience and problems of Shanghai Amateur League in brand cultivation and put forward countermeasures and suggestions.The main conclusions are as follow:(1)In terms of brand identification,the organizing committee of Shanghai Amateur Games has made clear regulations on the design and arrangement of logo and incorporated their performance into the evaluation system.At present,the design of logo has certain significance and aesthetic value,but the memorability is insufficient.The design of slogan is easy to remember which can be connected with the cultural background without difficulty.(2)Representing brand positioning,the organizing committee of Shanghai Amateur Games makes specific plans for events at the beginning of each year,with the purpose to form a precise market positioning.At the same time,the organizers promote innovation on projects,in order to enhance competitiveness.(3)In terms of brand communication,the organizing committee of the games has set 4 main brand communication channels,including official websites,new media,traditional media and social media,among which new media and official websites are the most efficient way;the performance of traditional media is not ideal at present,calling for an innovation;social media has certain effect on brand communication,which can be further developed.(4)As to brand maintenance,the government takes measures such as offering financial support,lowering the threshold of competition and providing precise services to lead sustainable development of the games;About security control,the organizing committee has made clear regulations on the safety requirements and medical work requirements;in terms of service,organizers make effort to provide convenience for the participants.(5)With regards to equity evaluation of Shanghai Amateur Games,in general the brand cultivation has achieved some accomplishment,but the performance of brand recognition needs improvement.With the correlation analysis among the modules,it is found that brand significance,brand performance,brand judgment and brand feeling have positive correlation with the brand resonance module,among which brand feeling has the greatest impact.