The Research On The Brand Positioning Of China Powerboat League

Chinese Powerboat League is sponsored by the Water Sports Administration Center of the China Sports General Administration, Chinese motorboat Association. It is the first powerboat professional event. There are eight provinces and club teams from around the country take part in the event. The Powerboat League began in Liuzhou, Guangxi, June2011, and another two competitions in Pengshui Chongqing and back to Liuzhou. The organizers plan, after2-3years of cultivation, and strive to make the Chinese Powerboat league a well known event which has10-12teams for5-7races. At the first day of CPL, not only a motorboat competition was created, but also a powerboat League brand. To make the brand a famous brand in China events market, the science of brand operation and management is needed. Brand management is based on brand positioning. By analyzing the conditions of its own resources, the characteristics of consumer demand, competitors, macro-environment and other factors, we can seek the brand and other brand point of difference, and shape the core values of the brand, brand image, which occupy a favorable position in the minds of consumers.The purpose of this study is to determine the the powerboat league brand’s target consumers,and understand the needs of consumers, looki for the difference between Chinese powerboat League brand and other events brand, in order to build brand image and personality, the brand core values, brand management for further service.The method of literature study and expert interviews was used to determine the factors that affect the the powerboat League brand positioning. And the consumer demand of CPL brand was studied through investigation and analysis of questionnaires and statistics.The study found that the influence the powerboat League brand positioning of the factors include:the Chinese powerboat League brand consumers, competitors, China powerboat League brand and the macroeconomic environment where it is at. Among them, the the powerboat League brand consumer include:tournament spectators, the event sponsors, local government contractor events, as well as involved with media; its competitors are also divided into three levels according to how much competitive they are. Finally, follow the given steps, combined with China powerboat League brand consumers, competitors, the brand itself, the analysis of the brand in which the macro-environment, the initial motorboat League brand, we can position the CPL brand.