A Study On The Design And Application Of The Cultural Evaluation System Of Brand Events

With the development of sports industry at any time,sports events,especially brand events,is the most competitive branch of sports industry,have ushered in the best period of development in the attention of the government,enterprises,society and other aspects.Endless sports events have prospered the sports industry market,but many competitions appear homogenization and fast-food phenomenon,instead of the whole The ecology of sports industry has had a negative impact.Therefore,in order to improve the quality of sports events and cultivate the connotation of sports events,attach importance to sports culture,create a unique brand event through its own cultural construction,so as to make sports events more and more precise,which requires not only have a large quantity but also a high quality.For sports event culture,scholars generally believe that it can be divided into three aspects: material culture,institutional culture and spiritual culture.The research centers at the connotation,classification and function of sports event culture,and there is no special research on the evaluation of sports event culture.In this paper,following the generally agreed classification of event culture,using the methods of literature,interview,Delphi,mathematical statistics and empirical analysis,the evaluation system of brand event culture is designed.The evaluation system is divided into three primary indicators: material culture,institutional culture and spirit,11 secondary indicators including brand logo,track setting and event surrounding,and 37 tertiary indicators including brand name and brand icon,aiming to make qualitative evaluation of event culture and better play the active role of event culture.In this study,I choose one of the brand events in Jiangsu Province which named TOUR OF TAIHU LAKE as an example.According to the established brand event culture evaluation system,its event culture is specifically analyzed and scored.Finally,the score of the brand event is 3.505.This score shows that the culture of this event is in good condition and basically meets the needs of the event,but it still can be improved.