Research On The Establishment Of Mass Swimming Brand Events In China

Nowadays,under the background of globalization,the competition among all walks of life is increasingly fierce.Therefore,how to use the power of brands to gain more advantages for themselves has become the top priority in the inter-industry competition.Sports as a special kind of media,the transmission range,wide audience,not easy to resist the advantages of the small,easy to build loyalty by sports fans have the function of the ideal in the promotion of the sports activities.In the "13th Five-year Plan for the Development of the Sports Industry" issued by the General Administration of Sport in 2016,it was emphasized to encourage government,enterprises and institutions to hold all kinds of sports competitions.Implement brand strategy and build international and regional brand events.Since then,a wave of brand-building sports events has been launched in China.However,with the vigorous development of various sports events,a series of problems such as disordered competition organization and management,lack of competitiveness and influence,and lack of stable financial support have also emerged.People swimming competitions in uninvited already a long time.On June 15,the State Council of the national fitness plan(2016-2020)clearly points to encourage the sports organizations,sports venues,events and activities of the national fitness brand name,logo,development and use of intangible assets such as guide the development of high technology content,with independent intellectual property rights of the national fitness products,improve product value.The release of the document means that creating high-quality mass swimming brand events in China will be the only way for the development of mass swimming events in China in the future.At the same time,it is also in line with the trend of building sports brand events around the world.Mass swimming event approved and carried out by the swimming sports management center of the General Administration and the China Swimming Sports association,which have certain advantages over other mass sports events in terms of resource integration,venue facility allocation and event management organization.However,we also experienced the same problems and difficulties in the process of building mass brand events.In addition,with the vigorous development of all kinds of events,there are few materials and standards to sort out and standardize them.Therefore,the author of this paper takes how to build mass swimming brand events as the starting point,and the following conclusions are drawn.1)In the process of building mass swimming events,we should base on our own advantages and seize external opportunities;2)In the process of brand building,mass swimming events should make full use of opportunities and reduce the influence of disadvantages;3)In the future,the development of mass swimming activities should take advantage of their own advantages,weaken and transform unfavorable factors;4)In the face of external challenges,public swimming events should overcome internal disadvantages and avoid external challenges.