Research On Brand Building Of "Li Guang Cup" International Traditional Archery Competition

Sports events are an important way to spread sports culture.More and more sports events gain the attention and recognition of the general public through brand building,and more people pay attention to sports culture because of brand sports events.The "Li Guang Cup" international traditional archery event,as one of my country's traditional sports advantages,uses national policies and actively builds traditional sports cultural international events with local characteristics through the building of event brands.As the number of participants in the "Li Guang Cup" international traditional archery events increases year by year and the country's strong support for the promotion of traditional sports culture development policies,the traditional archery events have ushered in new development opportunities.This paper uses the research methods of literature,field visits,expert interviews,questionnaires,comparative analysis,mathematical statistics,and other research methods,taking the "Li Guang Cup"international traditional archery competition brand building as the research object,to hold five sessions of " The "Li Guang Cup" International Traditional Archery Tournament is the subject of a survey.The "Li Guang Cup" International Traditional Archery Tournament is studied,and the situation of the five events is summarized to find out the shortcomings in the brand building of the event,with a view to being the"Li Guang Cup" international tradition.Archery competitions provide targeted recommendations for events that build the brand influence of the event.The research conclusions are as follows:1."Li Guang Cup" international traditional archery competition brand building is a dynamic and long-term development process.The "Li Guang Cup" International Traditional Archery Tournament is rich in terms of vertical comparison with the "Qinghai International Traditional National Archery Tournament".From horizontal to the "Li Guang Cup" International Traditional Archery Tournament,it has different educational levels,different roles and different ages.Following the event process of event brand identification,event brand positioning,event brand communication,etc.,they establish brand awareness based on event participants and establish a positive brand image to enhance brand influence.2.The "Li Guang Cup" international traditional archery event products are not closely connected with the traditional archery cultural connotation.Event products and cultural connotation are the core content of brand development.In the five years of development,the "Li Guang Cup" international traditional archery event has continuously strengthened its own brand.The brand recognition of the event is relatively high,and it is recognized by the participants It left a good impression.The ratio of being very satisfied and relatively satisfied is relatively high.However,through the analysis of different education levels,different roles,and different age groups,the traditional archery cultural connotation is not closely related,and the extension of the event brand needs to be identified.To make it clearer,the uniqueness of the "Li Guang Cup" has not been better reflected in the traditional archery culture connotation of the event brand.3.The brand image positioning of the "Li Guang Cup" international traditional archery event is basically the same as the "Li Guang Cup" expected by participants.The organizer of the "Li Guang Cup" international traditional archery event enhances brand recognition and expands brand influence through a series of event brand marketing activities,personalized event services and event special events,but the "Li Guang Cup" international traditional archery event The lack of event brand positioning is mainly reflected in the lack of clear market positioning and value positioning,and the characteristics of local events in the event need to be further enriched.4."Li Guang Cup" international traditional archery competition brand communication channels are slightly inadequate.The "Li Guang Cup" international traditional archery event uses the official website,official WeChat Youku platform,outdoor media,press conferences and other platforms.It hopes to promote the event in an all-round way,but it has not fully utilized the resources created by the self-media era and ignored the self-media.The characteristics of network communication in the media era.5.Although the "Li Guang Cup" international traditional competition has become a brand competition,there is a lack of brand management and maintenance in the competition.Regarding the management and maintenance of the brand,there are problems such as adjusting the competition schedule and the level of event organization and planning to be further improved.The development of the event market needs to befurther strengthened to form an international event brand with individual characteristics and unique national characteristics.