Practical Research On Brand-building Of Amateur Futsal Events In China

With the release of the policy dividend related to sports events,the enthusiasm of social subjects for hosting events has been fully satisfied,mass events and commercial events have increased rapidly,among which there are many amateur events.The homogenization of events intensifies,which prompts the organization to concern brand building,more cases need to be used for reference to guide the process of brand building.In recent years,futsal with a good mass foundation has attracted the attention of all kinds of organizations,and events have emerged throughout the country.However,the futsal market presents fewer types,different specifications,lack of brand building and quality events.Therefore,the research on high-quality event can provide reference for the brand construction of similar events.This study combines the theories of brand marketing and sports events,and adopts the methods of literature,field,interview,questionnaire and comparative research.This paper makes a basic research on brand building and the amateur events,analyzes the process of brand building of Sina 5×5 futsal golden league from an empirical perspective,analyzes the operating status and compared with the similar events,combined with the customer satisfaction survey,based on the four aspects of the event itself,brand positioning,brand identity,brand communication,analyzes the influencing factors and the action mechanism of brand building,and put forward the issue and corresponding strategy of brand building.The main findings are as follows:Research conclusions: Chinese amateur futsal event market has a low development level and lacks brand event.The market segment is small,and the competition in market is insufficient and does not break through the circle of football fans.FGL relies on high-quality event experience and market operation.The professionalism,influence and commercial value of the event have emerged and reached its brand positioning.It has become a domestic amateur futsal brand event.There are obvious drawbacks in the brand construction of FGL.The brand identification system and the quality of brand communication needs to be improved,and brand management needs to be paid attention to.Chinese amateur futsal event should pay attention to the main factors influencing the brand building,and improve the brand equity from the aspects of the event itself,brand identification and brand communication.Research Suggestions: the amateur futsal event should define the brand development path and make long-term planning,attach importance to the factors influencing the brand construction of the event,build a perfect brand identification system,take the accumulation of brand assets as the focus of brand construction,and pay attention to the brand management of the event and prevent potential risks.