Study On Brand Building Of World Taekwondo Grand Slam Championship Series

In recent years,under the strong policy support of the state to expand the sports industry,the sports industry has developed rapidly,and various competitions have sprung up like bamboo shoots after a spring rain,including taekwondo competitions.Taekwondo has become one of the most important forms of public entertainment due to its strong skills and fierce confrontations.After years of development and progress,it has gradually gained popularity and gained popularity and support from the masses.Is put forward for further implement the state file "cancel for examination and approval of sports activities,brand competition" requirements,accelerate the expand of sports industry,promote sports spending and further expand the influence of Taekwondo,and set up belongs to the tae kwondo project of brand competition,in 2017 in wuxi gave birth to a new event,the world taekwondo grand slam championship series.Since the competition is in the early stage of development,the planning of each link is still under active exploration,and the task of brand construction is still a long way to go.Therefore,it is necessary to improve the awareness of brand construction and strengthen the research on each link of the competition brand construction,so as to realize the sustainable development of the world taekwondo grand slam championship series.Based on the above background,this paper adopts the methods of literature,questionnaire,expert interview,data analysis and field investigation,combining with the related theory of brand and brand construction,first of all the relevant contents of brand construction and development of taekwondo event were analyzed,and the second from the brand identity,brand positioning,brand management,brand spread four aspects to the world the brand construction of the grand slam championship series were investigated,and draw a conclusion,combined with the actual situation of brand building,find out the problems in the process of brand building,summarizes the factors influencing the core competence of brand building,And combined with the successful experience of other domestic competition brand building,put forward targeted Suggestions and improvement methods.So as to improve the brand building process of the world taekwondo grand slam championship series and make some theoretical supplement to the research on the brand building of Chinese sports events.Through on the interpretation of the results of the survey and each part,the main research results:(1)the world taekwondo grand slam championship series is a new event,because the competition just set up soon in early stage of development,brand construction is affected by the actual environment,the brand construction of each link in the practice exploration,deficiency is relatively obvious,the world taekwondo championship series "grand slam" the brand construction of a difficult task,to build;(2)in terms of brand recognition,the race logo features are not obvious,which is easily confused with the race logo of the same type;The event poster lacks effective publicity channels;Medal design is not attractive,design and production level to be improved;There is no official download channel for the competition theme song,which is not easy to sing;The venue system has small capacity and the seats are too tight.Products surrounding the event are sold through a single channel with a high price;(3)in terms of brand positioning,product positioning,platform positioning and audience positioning are not clear enough to highlight the advantages and features of the competition;(4)in terms of brand organization and management,the efficiency is not high,and because it is jointly operated by government enterprises,the market operation ability is weak;(5)in terms of brand communication,a communication strategy with TV,Internet and print media as the main communication channels has been basically formed,but the promotion of the event is not strong enough,the publicity means are single and weak,lack of public relations activities,event sponsorship does not match the event itself.Need to solve in time,the right remedy;(6)there is still a gap between the core competitiveness of the competition and the target,so attention should be paid to the implementation process of building the core competitiveness.This paper puts forward the following countermeasures :(1)to improve the awareness of the competition brand construction,as soon as possible to clarify the brand construction of each link;(2)establish the concept of competition brand building and learn from the experience of excellent competition brand building;(3)improve brand identification strategy and create a clear brand image;(4)make clear the key points of brand positioning and highlight the advantages of the competition;(5)improve the efficiency of organizational structure and create organizational culture;(6)strengthen the propagation of the event and improve the matching degree of sponsorship;(7)Focus on core competitiveness and focus on the implementation process.