| Golf is a professional,international,social characteristics of the distinctive sports and the Olympic Games official competition events.Since entering the Olympic Games,the population participating in golf in China has risen sharply.However,there is still a big gap with western countries in terms of competitive level,public cognition level,golf atmosphere and the development of competition brand.In particular,all kinds of competitions have not yet formed their own brands,nor have they given full play to the red absorption effect of the brand,producing internationally renowned influence.Therefore,this study chooses to explore the strategy of improving the brand of golf events in China.For the study subjects,First,solve the problem diagnosis of China’s golf event brand,The research uses literature method and comprehensive analysis method to sort out the previous research on golf event brand,Summarize and construct the primary index system of the golf event brand;Then use the Delphi method to make multiple rounds of indicators and compare the importance of indicators,Finally,determine the golf event brand index system to brand elements,brand personality,brand value,brand communication,brand extension five first-level index composition,It includes 17 secondary indicators,including brand sponsorship,infrastructure and services,brand recognition system,popularity,unique advantages and cultural value,and 69 level 3indicators.Then,the questionnaire survey and mathematical statistics are used to collect the relevant data of the standard evaluation system.Through in-depth mining and analysis,the following main problems exist: 1)the event brand elements are imperfect;2)the personality discrimination of the event brand is low;3)the influence of the event brand value is low;4)the brand communication depth of the event brand is insufficient;5)the extension and breadth of the event brand is limited.In view of the above problems,the study and put forward to "new development concept" as the theoretical basis,the golf tournament brand should form innovation,coordination,green,open,sharing event brand,and the brand of "four theory" from the brand characteristics of inside and outside,spread demands of body and mind,terminal service,brand management and one four level brand optimization golf tournament brand,improve the core competitiveness of golf tournament brand in China.The specific ways for the promotion of golf tournament brand in China are as follows: 1)the overall development of system construction: promote the standardization of golf tournament brand;2)focus on the outstanding quality advantages: enhance the quality of the development of golf event brand in China;3)integrate resources to establish a database and promote the intelligence of tournament brand;4)to deepen the connotation based on culture: to enhance the value of golf tournament brand. |
