Research On Brand Construction Path Of University Sports Events

With the rapid growth of China 's economy and the vigorous developmen t of the sports event industry,the nation 's fitness program is in full swing,c omprehensive education in primary and secondary education,and five educatio n reforms simultaneously signify China's stride toward a sports power.As the most important bridge connecting school sports and social sports,college spo rts are also oriented towards professionalization and commercialization.Nowad ays,the construction and development of China's college sports event brands h as come to prime time.However,there are still many difficulties and problem s in the brand building of college sports events in China,and we need to res earch and explore the brand building of Chinese and foreign sports events to find a way out of the predicament.The development of sports events in forei gn universities has a long time and the maturity of the event brands is relativ ely high.However,due to differences in historical background and growing so il,we also need to conduct in-depth research and analysis based on local univ ersity sports events.As a high-impact college sports event,the 3x3 FISU World University Le ague has overcome and overcome many difficulties through the practice and e xperience summary in the process of event hosting and brand building.Now i t has successfully held five games.It can be said that it has successfully set a benchmark for college sports events.Taking this as a research object,using case analysis,literature survey,field investigation and other methods to deepl y analyze it,it is found that the development of sports events and brand buil ding in China's colleges and universities are still facing insufficient understand ing of the event,lack of foresight,slow market development,and public welf are.And commercial issues are difficult to balance.In this regard,several con structive opinions were put forward through the analysis and analysis of the summary experience of the events: 1.Deeply digging into the university cultur e and forming a unique cultural tradition of college sports events;2.Seizing mainstream audiences and creating a precise transmission path for college spor ts events 3.Learn advanced marketing concepts and improve the level of mar ket-oriented operation;4.Innovate the organization mechanism of events and c oordination multi-stakeholders' ability to organize matches and other solutions.Through research and arrangement,this research can bring support and help to the brand building of college sports events.