Study On Brand Communication Of FEI World Cup Jumping-China League

With the vigorous development of China's sports industry,the operation mode of marketization,socialization and industrialization of sports events has matured day by day.Therefore,sport events have already surpassed simple competitive aspects and gradually formed a kind of commodity.Sport events now show up as a brand.Sport events is the core of Sport competition performance industry,as the upstream industry of sport industry chain,continue to promote the development of the remaining middle and lower reaches of the industrial chain.In general,this progress bases on its unique influence and radiation.At the same time,it plays an important role in promoting social harmony,economic growth and cultural prosperity.In addition,due to the support from the policy and peoples,the market of Equestrian events will be more competitive,branding has been the only way to develop sport events.FEI World Cup is the world's highest level,the most difficult,the largest number of distinct individual equestrian events.FEI World Cup settled in China in 2011,and it becomes the 14 th division in the world.After six years of development,FEI World Cup China League has formed a relatively fixed mode of operation,its brand impact gradually emerged.However,for a niche event brand,its own development has also encountered a bottleneck.This article investigates the construction and formation of equestrian events trademark from the perspective of communication science.This study conducts research through literature,case study,survey practice and questionnaire.Specifically,this paper analyzes and summarizes the brand communication process of the Equestrian World Cup China League from seven aspects: communicators and their motives,contents,media,audiences,communication situations and dissemination effects.At the same time,it summarizes the brand communication strategy in the process of research and points out its existing problems.Finally,by discussing the events discussed in the present article,the author summarizes and deduces the significance of reference and guidance to the brand communication activities of this event.The study found that the communicator of FEI World Cup China League,not only including brand owners,but also sponsors,host cities,co-media and riders.The event's brand symbology began to take on shape.Specifically,some trademark symbols still lack a certain degree of stability despite the beginning of continuous improvement of linguistic and nonverbal symbols.Event brand in the sports culture,equestrian culture and organizational culture founded on the gradual formation of the brand culture.However,the disadvantage is that the brand's overall lack of artistic personality;Equestrian World Cup China League event brand enjoys a high reputation in the industry.First of all,we should create a race star rider.At the same time,we must cultivate the core culture of all kinds of competitions.Secondly,we must strengthen self-media construction and innovation.As a result,these methods can promote the event brand promotion in the future.