Study On Brand Competitiveness Of Mountain Outdoor Sports Competition In Southwest Guizhou Province

Guizhou Province is one of the earliest provinces in our country to carry out outdoor sports and hold outdoor sports events,such as the Ziyun Gegao International Rock-Climbing Challenge,the Qinglong “24-Track Abduction” rally,and the Liupanshui International Highland Marathon.With the completion of the 2015 State Council International Mountain Tourism and Outdoor Sports Convention in Guizhou Southwest Guizhou,various outdoor sports events have been active,of which there are more than 20 in 2017.However,how to build a foothold in the fierce sports events market environment,establish long-term brand competitive advantages,build the brand of outdoor sports provinces in Guizhou,and establish “one area,one product” special events are issues that our sports researchers must explore.This article takes the Qinglong “24 Daoguai” rally as the research object in the series of mountain outdoor sports in southwestern Guizhou Province.It uses literature,questionnaires,field trips and other methods to study the Qinglong region of southwest Guizhou Province.The "24-Track Abduction" rally conducted research and analysis to find out the source of its competitiveness and the shortcomings of competition,and put forward proposals to enhance the competitiveness of its competition brands.It was found that: 1)The Qinglong “24-Track” car rally competition originated from the unique geographic environment and historical significance of the 24-turn anti-Japanese war highway.Since 2005,it has held 9 consecutive auto races.2)The brand competitiveness of Qinglong's "24-track" car rally competition comes from inside and outside the event.Internal sources are mainly: competition products,costs,and dissemination;external sources are: technical environment,natural environment,economic environment,policy environment,social and cultural environment,and peer competition environment.3)Qinglong's "24-Track Abduction" rally brand has a certain reputation.The public's interest in the Qinglong "24-Track Abduction" rally competition and the entrants to the Qinglong "24-Road" rally car rally The degree of recognition is high.At the same time,it is more satisfied with the competition time,route and project settings as well as accommodation arrangements.4)The short-match competition for the “24-Road Turn” rally in Qinglong is mainly due to the small scale,lack of professionals,lack of distinctive features and narrow financing channels.In order to maintain the long-term competitiveness of the competition,effective strategies must be adopted to maintain the existing The competitive advantage while trying to eliminate the competition shortcomings.This article starts from the three aspects of “finance,brand image and innovation strategy” and formulates a strategy to enhance brand competitiveness.It not only establishes specialized agencies,sets up “one district,one product” special events,and reasonably selects competition events,highlights the individuality of the events,and uses Guizhou province Relying on colleges and universities,cultivating competition professionals,optimizing operation links,and reducing competition costs are strategies to enhance the brand's competitiveness.The suggestions for this study are: establish a distinctive brand image,highlight the personality of the event,implement a brand strategy for differentiated events,start from aspects of event products,services,operations,and propaganda,and establish a different model from other similar events;The consumer groups of the competition will select targeted services,establish target groups,and provide corresponding products and services according to the consumer groups;strengthen the public relations activities of the events and enhance the brand affinity;and develop a series of events with the events as the entry point.