Sports For The Disabled Voluntary Organization Construction Under The Perspective Of Brand

Volunteer service for the disabled is an important way to help the disabled to participate in physical exercise.Under the background that the Party and the government attach more importance to the construction of voluntary service organizations and the work of physical AIDS,the participation of the disabled in physical exercise is still very severe in China,and there are even fewer organizations that can provide accurate and professional sports services.The normal,project and professional development of volunteer service organizations for the disabled in sports has become a key issue,and a new breakthrough is urgently sought.Assistive sports volunteer service organization to brand building as the research object,the integrated use of literature analysis,survey method,case analysis and other methods,the breakthrough point to lock in the sports of assistive volunteer service organization construction in the process of brand elements,on the basis of analyzing the related literature at home and abroad,to determine the relevant theoretical basis of this article,according to the related theory of voluntary service organizations,summarized the concept,function and value of brand;Through in-depth interviews and text analysis,brand elements in the construction of excellent volunteer service organizations are excavated and sorted out,and five dimensions of volunteer service brand positioning,brand design,brand quality management,brand communication,brand extension and protection are established.On the basis of the above five dimensions,combined with the characteristics of volunteer service for the disabled in sports and conducted an expert recognition survey,in terms of brand positioning,the "three positioning" of volunteer service organization positioning for the disabled in sports,sports demand positioning for the disabled,and sports volunteer positioning for the disabled were determined.In terms of brand design,the "three identification",which is based on the identification design of the concept of volunteer service organization for sports AIDS,the identification design of behavior of volunteer service organization for sports AIDS,and the visual identification design of volunteer service organization for sports AIDS,is determined.In terms of brand quality management,three approaches are identified,which are to establish the quality standard of volunteer service for the disabled in sports,to evaluate the quality of volunteer service for the disabled in sports,and to correct the quality deviation of volunteer service for the disabled in sports.In terms of brand communication,the "two ways" of establishing public relations for sports volunteer service organizations and advertising for sports volunteer service organizations are determined.In terms of brand extension and protection,the two dimensions of brand extension and protection of sports AIDS volunteer service organizations are determined.And in the case analysis,it has been well verified.The construction of volunteer service organizations for the disabled in sports should develop towards branding.