Research On Brand Building Of Shanghai Station Of IAAF Diamond League

The sports competition performance industry is a sports noumenon industry,which has a far-reaching impact on the high-quality development of the sports industry.From the perspective of marketing and brand,the process of a sports event from scratch and from scratch to good is also the process of event brand building.The formation of the brand can bring competitiveness to the competition in the aspects of audience cultivation,media attention,market development,television broadcasting,etc.,realize commercial value,and better serve the social and economic development of the hosting place.The IAAF DIA League is one of the world's top professional track and field events.The Shanghai leg of the League has been held in Shanghai Stadium for 10 consecutive years,which is a typical case of brand building in track and field events.Based on the basic theory of brand building,this paper uses the method of literature review to sort out the previous literature,and determines the theoretical basis and framework of the paper.Through the methods of desk research,expert interviews and participatory observation,this paper analyzes the status quo of brand building in Shanghai station of IAAF Diamond League,summarizes the deficiencies in brand building in Shanghai station of Diamond League,and puts forward corresponding solutions.The main findings of this study are as follows: the brand image of Shanghai Station of IAAF Diamond League has been basically established;The brand positioning of Shanghai Diamond League is a top-level commercial professional track and field event.As a platform,the event plays a role in popularizing track and field events and helping sponsors to promote marketing.The brand building of Shanghai Railway Station strives to present the favorite competition items of the audience and optimize the competition performance through professional competition organization and strict food safety guarantee for athletes.The competition will enhance the experience of watching the competition by attaching importance to the application of science and technology and providing humanized competition services.In terms of brand communication,the competition can achieve nationwide coverage and dissemination through thecombination of network and traditional media,and the competition can be promoted and disseminated online and offline.To sum up,the successful experience of Shanghai Station brand building is mainly as follows: brand building optimizes competition performance products and improves competition viewing experience;The competition brand has rich media and high exposure rate of authoritative media.The deficiencies are mainly reflected in: the brand identification elements of the competition are not complete,which is not conducive to the promotion of the competition;The brand itself lacks publicity.It is suggested that the brand building of Shanghai Railway Station should start from the following three aspects: adding brand identification elements to create a clear image of the brand;To further strengthen brand communication,strengthen the independent publicity of the official media of the competition;Continue to practice and promote the successful experience of competition brand building,and actively improve the profitability of the competition.