Study On Brand Construction Of Sanda Commercial Competition From The Perspective Of "Competition Stakeholders" In Shanghai

In recent years,with the growing and improving spiritual and cultural needs of the people and the continuous development of the sports industry,fighting commercial events have been springing up like bamboo shoots after a spring rain and bringing forth new ones,and the high-quality events have gradually tended to be specialized and branded.However,compared with other excellent fighting events,the brand construction and development of Sanda commercial events are insufficient,and their market share and attention are lower than those of well-known fighting events.This study takes the brand building of Sanda commercial competition in Shanghai from the perspective of "competition stakeholders" as the research object.Through literature review,logical analysis,expert interview,questionnaire survey and mathematical statistics,From the perspective of stakeholders of Sanda commercial events in Shanghai,research,summary and analysis are made on the brand status quo,policies and regulations,and brand equity(focusing on the motivation and willingness of sanda fans to watch the competition),and the following conclusions are drawn:(1)the government and relevant institutions for popularization and Sanda,Sanda project with encouraging the development of relevant industries,put forward the corresponding economic subsidies and policy support,the purpose is to obtain the economic income,improve social benefit,enhance the national health service,but also exposed in the process of the management main body responsibility divided not clear,etc;(2)Sanda business events event party and stakeholders for event recognition of the importance of brand building reached a certain level,but in an actual game brand operation still exist in the process of coordination and cooperation,insufficient capital operation,lead to competition with various stakeholders can’t well meet the demand,the lack of momentum appears certain;(3)The technical characteristics of Sanda and the cultural connotation of wushu are less displayed in the rules,venues and costumes of commercial Sanda events.Compared with other boxing events,the unique brand culture contained in Sanda events plays a less sufficient and active role in promoting the development and promotion of competition.(4)Although Sanda fans pay high attention to Sanda events,they pay low attention to commercial Sanda events.On the one hand,the competition frequency launched by the competition side is low.On the other hand,under the influence of other fighting events and events,Sanda fans gradually shift their attention to commercial Sanda events.At the same time,the motivation and willingness to watch Sanda commercial events have a significant positive impact.The cultural characteristics,learning function,star worship,emotional catharsis and social communication of Sanda have a significant impact on the willingness of Sanda fans to watch.Based on the above conclusions,this study puts forward the following suggestions:(1)The government and relevant institutions should strengthen and improve relevant laws and regulations,rules and policies,and strengthen their important role in examination and approval,supervision,guarantee and regulation,so as to meet the reasonable needs of stakeholders and expand the brand influence of Sanda and its commercial events;(2)Sanda event party make full use of its own business events and project of brand advantage,flexible use of capital,and actively explore and try to conform to their own conditions and the operation mode of the market demand,meet the demand of its own economic and the demand of the brand construction,at the same time actively coordination and cooperation with other stakeholders,in addition to the economic demand,It can also promote the coordinated and sustainable development of social value and cultural value.(3)Actively highlight the technical characteristics of Sanda,and fully show the martial arts culture contained in Sanda to the audience and potential audience from the three dimensions of time,region and society,update the elements and content of the event brand communication,and find a meeting point that meets the needs of itself and the current market;(4)event party shall actively combined with Sanda lovers’ motives and its related factors,influence from multiple dimension with its own concept of competition,brand culture and technology combining with the exploration,and to enhance of Sanda lovers are watching the intention,in order to enhance their market competitiveness and improve the competition brand effect of the organization.