Commercial Fight Competition Brand Construction Research In China

In this paper, based on the brand construction of commercial fight event in our country as the research object, through the literature material law, comparative analysis, case analysis and interview method to Wulinfeng events and RUFF brand construction analysis, the following conclusions:brand design:two trophies a sign of lack of change, not to impress the audience; Two games mascot, the lack of selling goods and other peripheral products development; Wulinfeng events in the event of packaging is superior to the sharp competition, but competition in the competitive than RUFF; Environment have different characteristics of two trophies, but have in common is the environment is relatively rough, can’t give the audience the feeling of shock.the brand personality:Wulinfeng content is rich and colorful, more frequent close contact with the audience, forming a unique brand personality, but should increase the quality of the product core brand, enhance brand level. RUFF race MMA positioning more professional, has a very unique products, but the events of popularity is not high, coupled with the spread of the event is not rely on television, makes Ruff does not bring greater influence.brand value:the value of the function in Wulinfeng events needs to improve quality, water quality in athletes, event operations should be more professional, sharp arms race quality is guaranteed, but the lack of marketing cannot attract more high level athletes; Emotional value in Wulinfeng race fans fans demand increasing requirement of the constantly improve, and RUFF race small influence tend only to attract a few fans have professional knowledge, the positioning fails to promote the development of game brand.brand communication:Wulinfeng event sponsorship introduced more different levels of sponsors, formed a certain scale, sharp event sponsorship also no obvious classification, and the partner is not fixed; Two events marketing ability is still very weak, Wulinfeng greater success in television, wind, RUFF race close to network transmission cannot expand the influence of the event, in the experience of television basic is zero, no fully embodies in the spread of the media.Therefore, First game brand construction in China must carry on the brand design; Secondly establish distinctive brand personality, and get the customer approval; Again to catch the game brand core value, improve competitiveness; Finally set up perfect transmission system, using a variety of transmission methods. Chinese commercial fight competition brand construction theoretically can comb for brand design, brand personality, brand value and brand communication from four aspects.