| The sports event plays an important role in promoting the development of the nationwide fitness program,building a good city brand image and promoting the growth of the sports industry.Since 2012,Hebi City has been organizing the "Huan Qi River Bicycle Race" and has held six consecutive sessions with a certain brand awareness and influence.The existing research on sports event mainly focus on Beijing Shanghai Guangzhou area.And few research will be done on small cities.At the same time,the research mainly focuses on the well-run events,In the study of government-led national leagues or regional brand competitions,there was less research on local sports event.This paper systematically analyzes its operation and management based on the literature,investigation,case analysis,comparative analysis and logical analysis,summarizes its existing problems Put forward specific solutions.The main conclusions are as follows:1.Define the brand event.That is,has a wide range of visibility,high influence,unique identification,profound cultural connotation,mature operation and promotion mode,extensive public participation and media attention,diversity of value competitions.2.Exploration Course and Status:(1)The name of the event is getting more and more rich,the replacement of event marks will,make it difficult to identify the sports event.The project setting and route design is more rationalized and scientific;the number of participating players is on the increase;Standard setting clear.(2)The concept and goal orientation of the event is more close to the theme of the times and the concept of urban construction.(3)Government-led,market operation.(4)Clear main body of operation,organizational structure and meticulous division of labor.(5)Commercial sponsorship accounted for 58%of the total budget and the market operated well.The expenses for the tournament were mainly bonuses and promotional expenses.(6)From the pre-competition,competition and post-competition three stages of publicity,through the press conference,event coverage,related activities;news reports and broadcasts,outdoor advertising;radio,television,Internet,newspapers and other summary of the event Reported.(7)The sponsorship system is clearly defined and corresponds to different sponsorship rights.(8)The main body of prevention and control of safety risks is clear and the division of labor is detailed,which enhances the control ability of potential risks.3.Positive impact on urban development:(1)To enhance people's awareness of fitness;(2)Speed up urban infrastructure construction;(3)Promote the construction of city card.4.Problems:(1)The cooperation between different departments is not in place and the communication of information is poor;(2)Lack of planning of event advertisements and regional restrictions;(3)Incentives lack incentive effect,the winning percentage is inconsistent;(4)Less staffing,lack of competition-related professionals;(5)Low level of market operation,no "leading" corporate sponsor.5.Development strategies:(1)Establishing a work coordination mechanism to achieve effective communication;(2)To formulate publicity and promotion plan and divide the publicity contents;(3)Optimize service and enhance satisfaction(4)Strengthen the building of qualified personnel and improve their business capabilities;(5)To improve the influence of the event,broaden the sponsorship area. |
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