Research On Brand Construction Of Mass Sports Events In Shanghai

Since the upsurge of national fitness,mass sports have developed rapidly,and various mass sports events have won the hearts of the people.With the easing of the government's approval of mass sports events,mass sports events across the country have seen a spurt of development.As a first-tier city with a relatively developed economy,Shanghai naturally responds to policy calls.In order to promote the vigorous development of mass sports events,the Shanghai Municipal Government actively organizes civic sports games,civic sports leagues and other content-rich events.Although there are many mass sports events held in Shanghai each year,there are relatively few branded events,the quality of the competitions varies,and the actual results of the competitions have not met the expectations.With the increasing participation of Shanghai citizens in mass sports events,there are higher requirements for the type and quality of competitions,and the participation experience will greatly affect their willingness to participate again.Therefore,to realize the branding of mass sports events in Shanghai,to standardize the competition and improve the quality of the events,we need to pay attention to it.Shanghai international vertical climbing grand prix has been rising rapidly in recent years,and is also making efforts to build a brand.This article through the literature material,expert interview,questionnaire survey,mathematical statistics and other methods,from the Angle of operators of the participants,understand the brand construction of Shanghai international vertical ascent grand prix,analyzes its advantages and problems of current brand construction,explore its brand construction countermeasure,to provide reference for mass sports in Shanghai of the event.Through the research,it is found that although Shanghai international vertical climbing grand prix has certain advantages in the event organization and management,market operation and service quality,it still has shortcomings in brand awareness,brand communication and brand maintenance.And the following conclusions are drawn:1.The Shanghai government encourages forces from all walks of life to jointly carry out mass sports events.The number of the events keeps increasing,but the quality of the events is still not ideal,and the mass sports events that can form a brand are also very few.The realization of Shanghai's goal of "world-class city of international sports events" depends not only on the brand of competitive sports events,but also on the brand construction of mass sports events.2.Although Shanghai international vertical climbing grand prix has been making unremitting efforts for the branding of the event,there are still deficiencies in brand awareness,brand communication and brand maintenance.A systematic brand building system has not yet been formed,and brand building still needs to be further strengthened.3.Mass sports events in Shanghai should be branded from four aspects:brand identification,brand positioning,brand communication,and brand management,so that the elements of brand identification are clear,the brand positioning is accurate,the strategy of brand communication is strategic,and brand management is heavily maintained.Only by doing a good job in brand building of events can more people pay attention to events,understand events,participate in events,and can mass sports events in Shanghai be better developed.