Study On The Brand Construction Of "Tae One Fight" Competition

Now the brand has been deep into all walks of life,sports events as an important way to spread sports culture leading sports culture to the peak.More and more sports events gain attention and recognition through brand building,and at the same time make more and more people pay attention to sports culture.The professional league of " Tae One Fight "(hereinafter referred to as " Tae One Fight ")focuses on national policies and actively carries out original professional matches with Chinese characteristics by shaping the brand of sports events.As one of the competitive sports in China,taekwondo has ushered in a new stage of development relying on the strong mass base and the national policy to promote the development of sports culture." Tae One Fight " builds the world's first brand through the competition,devotes to build the world's most wonderful taekwondo professional competition platform,and comprehensively promotes the global taekwondo professional development process.This paper studies the brand building of " Tae One Fight " world taekwondo professional league competition,finds out the problems in the process of brand building according to the actual competition situation in 2017-2018,and gives reasonable Suggestions,hoping to provide help for " Tae One Fight " to successfully build an influential competition brand.This paper mainly adopts the methods of expert interview,field investigation,logical analysis,comparative research,questionnaire survey,mathematical statistics and other research methods to study the brand building of " Tae One Fight " world taekwondo league competition.The following conclusions are drawn:(1)The successful implementation of " Tae One Fight to make a decision" has broken the blank of professional taekwondo competitions in China,created favorable conditions for the development of taekwondo in China,made taekwondo in China actively integrate with the international standards,and promoted the development of taekwondo in a better direction,which has epoch-making significance.However,in 2017-2018,only Russian athletes will participate in the professional league of " Tae One Fight ".The international positioning of the competition is not obvious,and it lacks attraction for foreign athletes.(2)Brand design: the logo of " Tae One Fight " successfully reflects the cultural connotation represented by the brand itself,and the change in the name of the event promotes a series of changes in the positioning,vision,mission,values and slogan of the event.(3)Brand personality: the combination of martial arts culture and taekwondo,and the establishment of a unique competition rules system,is committed to creating a professional competition with Chinese characteristics.However,the popularity of the rules has been neglected as a major factor restricting the development of the competition.(4)Brand value: in 2017-2018,more than 10,000 people participated in the competition,which is enough to explain the functional value of " Tae One Fight ".However,the imperfect surrounding environment of the competition gives full play to its emotional value.(5)brand communication: in terms of event communication,we cooperate with many domestic and foreign media platforms,video platform and live broadcast platform to promote the event in an all-round way.However,they neglected the cooperation with mainstream TV media and the characteristics of network communication in the era of "we media" and failed to make full use of the resources created.