Study On Brand Construction Performance Evaluation And Development Strategy Of Jinjiang Sports City

With the intensification of urban competition,the brand marketing of the city with the productization thinking plays an important role in maintaining the competitive advantage of the city.In 2007,jinjiang city,as China's first county-level sports industry base,took the lead in proposing the goal of building the first "Chinese sports city".Up to now,jinjiang has undoubtedly become the model of county-level cities in China in terms of sports city construction.It has rich experience in sports city construction,but the brand effect of sports city is not outstanding.In order to "diagnose" its sports city brand construction effect,rich sports city brand theory.Taking jinjiang as an example,this paper carries out evaluation and puts forward corresponding development strategies from the perspective of performance management.Based on stakeholder theory,the theoretical guidance of system theory,and performance management theory,combined with the analysis of the 2017 national urban brand evaluation framework,while fully comb "sports" urban construction related evaluation methods both at home and abroad,the concrete evaluation index on the basis of combining with the actual situation of jinjiang formulated the internal and external evaluation scheme.Internal refers to the local government as the main body of sports city construction,the performance evaluation at the practical level,the evaluation index mainly reflects the development strength of jinjiang sports city brand and the sports city brand in the form of concrete objects(such as enterprises,events,etc.);External refers to the performance evaluation formed at the ideological level by the urban public as the recipient of sports city construction,which mainly reflects the public's awareness and popularity of jinjiang sports city brand.Applying mathematical statistics,analytic hierarchy process,Delphi method and questionnaire method to carry out the evaluation,the comprehensive score of jinjiang sports city brand evaluation is 71.3 points.The main conclusions of this paper are as follows: 1.With the support of sports industry,jinjiang sports city has strong brand development strength,but its sports industry structure is still dominated by sports manufacturing industry;2.In social sports,the population base of sports is relatively good,and the government guarantees relatively strong,but the degree of organization is relatively low,and the development of social instructors,guiding stations and associations is relatively insufficient.Due to the limitation of city level,the city brand publicity is hindered greatly.2.There are significant regional differences in brand awareness and awareness of jinjiang sports city.The public's brand awareness of jinjiang sports city is generally low.3.On the whole,the strength of jinjiang sports city's brand building is quite inconsistent with its popularity and recognition,and the performance target of jinjiang sports city's brand building is vague and lacks systematic performance management.On the whole,jinjiang sports city brand has a strong development strength,but the internal and external construction is not coordinated,the performance goal is vague,and the lack of systematic performance management.Finally,from the perspective of urban brand management,the paper puts forward a macro development strategy,and from the perspective of performance management,it puts forward five specific development strategies for planning,implementation,evaluation,feedback and improvement.