| In recent years,with the rapid development of the sports industry in the Yangtze River Delta(YRD),many cities within the region have hosted various sports events.These events have promoted the development of national fitness and economic and social development,improved city influence,and built a platform for local residents to participate in the competition,effectively promoting the high-quality integrated sports development within the region.In October 2020,in order to implement the spirit of the Several Opinions on the Integrated High-quality Development of Sports in the Yangtze River Delta and outline of leading sporting nation,and promote the implementation of the national strategy for the integration of the Yangtze River Delta,explore the institutional system and path model for the integrated development of regional sports,and improve the overall comprehensive strength of sports in the Yangtze River Delta region,officially issued the Several Opinions on the Integrated and High-Quality Development of Sports in the Yangtze River Delta.It’s requested that,we shall continue to promote high-quality joint development of regional competitive sports,cultivate the original sports event brand,and support the creation of regional league brands for leisure sports such as water sports,urban basketball,roller skating,snooker,cross-country running,go-karting,ice and snow,rock climbing,skateboarding,dragon boating,etc.Dragon boat is a traditional national sport with a long history in China and has a deep mass foundation in the Yangtze River Delta.Dragon boat events in various forms enrich the leisure and entertainment life of residents and play an important role in promoting the image of the city,promoting national fitness and enhancing the strength and influence of the city.Cultivating the sports event brand plays an important role in promoting city image,power and influence,as well as promoting national fitness.Therefore,it is undoubtedly important to cultivate traditional dragon boat events into the sports event brand in the Yangtze River Delta for promoting the traditional Chinese culture and the integrated high-quality development of sports in the Yangtze River Delta.This paper takes the dragon boat invitational tournament in the YRD as the research object.Based on the basic theory of sports event brand,this paper studies the brand cultivation of dragon boat invitational tournament in the YRD by means of literature review and investigation method,and expert interview.From the aspects of brand recognition,brand positioning,core competitiveness,brand communication and brand maintenance and management,etc.and by way of taking the typical regional dragon boat invitational tournament as a case study,this paper sums up the experience and deficiencies in the brand cultivation of dragon boat races in the YRD and puts forward optimization strategies.The main conclusions of this study are as follows:(1)The recognition of the sports event brand is mainly through event names and themes.The dragon boat invitational tournament in the YRD has a long history of 13 years.It is held regularly every year,and the dragon boat invitational tournament in the YRD’s theme is prominent,but the logo,mascot and souvenir of the brand recognition are not complete enough,but on the whole,its recognition is becoming more and more abundant.(2)The positioning of the sports event brand is mainly to promote traditional culture,enhance people’s health,enrich people’s cultural and sports life,improve the popularity and reputation of the city,and build a diversified competition stage for interaction,publicity,tourism and marketing.There is still room for improvement in the construction of the competition system,the exploration of local characteristics of the event,and the expansion of brand influence.(3)The holding of all previous dragon boat invitational tournament in the YRD has effectively raised the competitive level of the participating teams;the YRD has a strong economic base,a long history,rich water resources,supportive government policies,a deep dragon boat culture and a good mass foundation.Relying on the core competitiveness of cultural resources,location advantages and policy support,the scale and level of the dragon boat invitational tournament in the YRD are constantly improving.(4)The brand communication is gradually improved using the network,television and traditional media publicity,sports events publicity,which effectively expands the brand awareness.In recent years,new live broadcast and other new communication channels are popular among young people.Gradually,more and more people know and love the Dragon Boat Race.(5)In terms of brand management and maintenance,the organizational structure of the dragon boat invitational tournament in the YRD is stable,and the government has coordinated the organization,management,security,medical care and logistic support of the event,which provides a good environment for the cultivation of the sports event brand.It is still possible to strengthen the innovative management of the event brand,improve the competition system,and sound the event items and groups. |
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