Research On The Brand Of Sports Events In Nanjing By City Orientation

The rapid development of urbanization, the rapid development of productive forces and constantly increasing urban sprawl and congestion, fast-paced, high-efficiency city life bring more challenges, people began to pay more attention to their own health. In recent years, the rise of the movement of the wind, running, playing, gym and so on, these common and easy sports often is everyone's first choice, but go a long time, inevitably becomes boring. City Orienteering As a new recreational activities, simple and easy, age and gender are not limited, it is a very suitable for mass participation in sport. Therefore, the City Orienteering as the carrier to shape Nanjing sports brand is very valuable.Taking shape in Nanjing city sports oriented brand for the study, using literature data, questionnaire, interviews, field visits and mathematical statistics to the urban economy, history, culture, urban construction in Nanjing, and the Nanjing organizing sports events and other aspects of the case research and analysis. The main conclusions of this study are as follows:1. According to the analysis:the city orientation as the carrier of shaping brand of Nanjing sports events, one is to make Ml use of the advantages of resources city of Nanjing (economic resources and cultural resources, experience, resources); second is to seize the city directed its advantages. Integrating of these two advantages together, so as to play the social benefits of sports events brand.2. Through the study found that the government's emphasis on sports events for the development of the city's brand building orientation provides a political guarantee. The age distribution of the population involved in the directional movement is widespread, which laid a solid foundation for the development of the sports event brand.3. Through the investigation, Consumers have high concentration on the city orientation's lines, venues, events challenge, and tournament prizes. Therefore, as the event brand planning staff in the work focus on doing the work of the several aspects of the work.4. The city orientation events after a brand to become a brand competition. This is a complicated system engineering, mainly consists of following parts:event brand positioning, build event recognition system, strengthen publicity events, to expand the impact of competition, improve the competition management mechanism, is the key link of Nanjing urban oriented brand sports event for the brand shaping:hit the city brand, sing opera culture.