Research On Brand Value Evaluation Of Single Sports Event In The Digital Age

During the 14th Five-Year Plan period,individual sports events such as marathon and cycling set off a new sports craze and became a key link in implementing the national strategy of national fitness.The digital age has injected new engines and impetus into the development of individual sports events,bringing about major changes in the modes of hosting competitions,operation and management,marketing and publicity,spectator experience and security services.The deep integration of individual sports events with digital technology promotes the development of digital event operation,intelligent communication,intelligent service and immersive experience,promotes the upgrading of the event brand value elements,and leads to the transformation of the brand value of individual sports events.Scientific evaluation of event brand value is an important way to promote the construction of event brand and enhance the influence of event brand.At present,brand value assessment has been widely used in many industries,but it has not received positive response in the field of sports.At the same time,there are only a few related studies on the evaluation of brand value of Chinese events.A unified and standard evaluation system of brand value of Chinese events has not been formed.Moreover,the evaluation methods of brand value of domestic and foreign sports events cannot be applied to the evaluation of brand value of individual sports events under the background of the digital era.Therefore,whether it is the actual needs of the sports event brand value evaluation,or the development trend and times requirements of the digital upgrading of Chinese events,the sports event brand value evaluation under the background of the digital era is the research content with theoretical value and practical significance.In order to make up for the lack of theoretical research on the brand value evaluation of individual sports events and highlight the impact of the digital era on the brand value of individual sports events,this study takes the digital era as the research background,takes individual sports events as the research object,starts from the perspective of brand value evaluation,draws lessons from and integrates interdisciplinary sports,economics,computer science and other relevant theories.Using analytic hierarchy process(AHP),accelerated genetic algorithm(GA),fuzzy comprehensive evaluation method and other research methods,combining empirical research with paradigm research,this paper explores the brand value evaluation research of individual sports events under the background of digital age on the basis of Interbrand brand value evaluation model.This study draws the following conclusions:(1)The core elements of brand value of individual sports events in the digital era are brand influence and brand support.In this study,the brand value evaluation index system of individual sports events is constructed under the background of digital age.Among them,brand influence and brand support have the highest weight and the greatest influence on brand value.(2)The existing brand value evaluation method is not fully applicable to the brand value evaluation of single sports events under the background of the digital age,and needs to be explained for applicability.This study explains the applicability of five brand value evaluation models with high influence at home and abroad,and determines that the Interbrand brand value evaluation model and its parameters are most consistent with the brand value evaluation of single sports events under the background of the digital age.(3)Clarify the brand value evaluation model and parameter basis of single sports events in the digital era,namely.This model replaces the brand income(P)in the Interbrand brand value evaluation model with the brand cash flow(FBC)calculation method in the multi-period excess income method.In addition,based on the seven elements of brand strength(S)in the Interbrand brand value evaluation model,this study constructs the brand value index system of single sports event under the background of the digital age,and uses AGA-AHP fuzzy comprehensive evaluation method to clarify the calculation process of brand value strength(S)of the event.(4)Evaluate the brand value of the previous four races and predict the brand value of the 2023-2027 Huanghekou(Dongying)Marathon.In 2019,the brand value of Huanghekou(Dongying)Marathon reached the highest value of 94.7556 million yuan,and it is predicted that its brand value will reach 117.823,400 yuan in 2027.In addition,the Huanghekou(Dongying)Marathon will enter the stage of rapid growth from 2023 to 2025,and gradually enter the stage of stable development after 2025,with increasing brand influence.(5)Put forward the brand value enhancement strategy of Huanghekou(Dongying)Marathon,which is as follows:Optimize the digital operation management mechanism of the event and improve the stability of the event;Excavate the regional cultural characteristics of the host city and enhance the brand influence of the event;Innovate the digital development mode of the event and enhance the international brand of the event;Improve the event innovation and upgrading plan,clear the event brand positioning;Encourage social capital to sponsor the event and promote the event brand support;Strengthen the top-level design of the event government and establish the event protection mechanism;Build the event digital service platform and strengthen the event public service;Strengthen the guarantee of digital facilities and reform the training mode of talents.