Formation And Development Of Countywide National Fitness Brand Events

In October 2014,the State Council of the Communist Party of China issued several opinions of the State Council on speeding up the development of sports industry and promoting sports consumption,which formally promoted the national fitness as a national strategy.There was a gust of national fitness in the whole country,and the national fitness also ushered in a new period of development.As a basic part of government management and an intermediate level of administrative division,county is the three-level local administrative region of our country,which plays an important role as a link between the preceding and the following.At the same time,county sports is the cornerstone of developing grass-roots mass sports in China,and an important part of the overall implementation of the national fitness program.Since the State Council proposed in 2014 that the government should streamline administration and delegate power,and cancel the approval of mass and commercial sports events,grass-roots sports events have sprung up like mushrooms,and the development of general sports events into brand events has become the key point for all regions Break the direction of effort.At present,most of the researches on the national fitness brand events focus on the relatively large-scale sports events,such as Xiamen International Marathon and other famous sports events,while there are almost no national fitness brand events at the county level.Yongding District is located in the west of Fujian Province,under the jurisdiction of Longyan city.It is a famous old revolutionary area and the main gathering place of Hakka Tulou.The district government has made great achievements in the development of national fitness activities,especially in the development of basketball games.Taking the four basketball competitions of "Jinlong Cup","Tulou Cup","Longhu Cup" and "harmony Cup" in Yongding District of Longyan City as examples,this study uses the methods of literature,interview,field investigation and logical analysis to investigate the formation and development process of the national fitness brand competition at the county level,and uses the basic theories of sociology and brand science.This paper analyzes the process of its event brand building,analyzes the evolution of its basketball culture before and after the launch of the series of events from the four levels of cultural structure,puts forward the Enlightenment of the successful experience of the series of events on building the national fitness brand events in other counties of our country,and puts forward some sustainable development suggestions according to the current situation of the series of events.The results are as follows:1、 The "Jinlong Cup","Tulou Cup","Longhu Cup" and "harmony Cup" series of events in Yongding District,Longyan City have become the most influential basketball events in Yongding District and even Longyan city.They are worthy of the name of the national fitness brand events in the district.The series of events have a profound impact on the mass basketball in Yongding District,which promotes the people’s participation in the national fitness and enriches the public.It is rich in the basketball culture of Yongding District.2 、 The "Golden Dragon Cup" basketball match is the reference group of "Tulou Cup","Longhu Cup" and "harmony Cup".Referring to the "Golden Dragon Cup" competition mode,"Tulou Cup","Longhu Cup" and "harmony Cup" are three stages from brand start-up,brand development to brand maintenance,respectively from brand identification,brand marketing,brand evaluation,brand positioning and brand maintenance.Maintenance and other steps to build their own brand,forming a brand event.3、 Based on the theory of brand science and referring to the elements of national fitness brand events,this study concludes that brand recognition mainly includes event name and event logo;brand positioning includes national participation,universal feasibility and competition level;brand marketing includes incentive mechanism,communication carrier and business operation;brand evaluation includes well-known influence,social identity,impact effect and sustainability.Brand maintenance mainly includes fairness and justice,policy guarantee,standardized management and historical inheritance.4 、 The culture of "four big cups" basketball matches is in a pyramid shape,in which material culture is the foundation,from lack to richness;institutional culture is the guarantee,from spontaneous to standardized management;behavioral culture is the key,from single to multiple and comprehensive;spiritual culture is the highest level,from closed to open.5、 Through research and analysis,combined with the characteristics of Yongding District series basketball games,this paper proposes to build a national fitness brand event,in addition to its constituent elements and other foundations,with the following characteristics: basketball game is a platform for government enterprises to achieve communication,contact and exchange feelings;rules and regulations of the event should keep pace with the times;point by point,promote comprehensive development;government society enterprise linkage is a bridge for sustainable development.6 、 According to the characteristics and existing problems of the "four big cups" series events,this paper puts forward the strategies of sustainable development of the series events: improving market development and raising funds through multiple channels;determining the competition system according to the actual situation and improving the level of the events;combining brand sports events with school sports to improve the construction of reserve forces;expanding brand influence through "going out" + "introducing";Promote sports + tourism and promote economic development.