Research On Brand Construction Of Shanghai Amateur Games From The Perspective Of Collaborative Governance

In 2017,in the context of implementing the national fitness strategy and advancing the construction of "Healthy Shanghai",Shanghai is the first city in China to launch an amateur events system.Shanghai Amateur Games(hereinafter referred to as the "SAG")takes sports as the core and is based on project interests.By building a hierarchy of amateur events,project enthusiasts of different levels,different ages and different needs can find events suitable for themselves.In December 2017,Li Qiang,Secretary of the Shanghai Municipal Party Committee,proposed Shanghai's development orientation and strategic advantages in the new era.He emphasized that "It is necessary to build strategic advantages for Shanghai's development and make every effort to launch the four major brands of Shanghai Service,Shanghai Manufacturing,Shanghai Shopping,and Shanghai Culture." Among them,"Shanghai Service" takes the lead.As one of the prominent representatives of Shanghai's sports service industry,the brand construction of Shanghai Amateur Games is also very important.Today,the SAG has been successfully held for three years.The tournament system has gradually been improved,the radiation range has gradually expanded,and it has a certain brand construction foundation.However,the brand's influence is still limited,and the lack of attractiveness to citizens,such problems are not conducive to social market capital entering the SAG and entering the sports service industry,which is also not conducive to the long-term development of the sports service industry.Therefore,this article is based on the perspective of collaborative governance.It aims to understand the current status of the SAG brand intangible assets and citizen participation factors by investigating the participation of citizens in the SAG,and to explore the current problems and future development of its brand construction in combination with the actual situation of the SAG.On the research method and technical path,this article takes the brand construction of Shanghai Amateur Games as the research object,and adopts literature data method,expert interview method,field investigation method,questionnaire survey method,mathematical statistics method and SWOT analysis method for research and analysis.A total of 848 valid questionnaires were collected during the questionnaire survey.SPSS 22.0 was used to perform a statistical analysis of the samples.Then,the scale was tested for reliability and validity.And then,the original hypothesis was verified by analysis of variance,correlation analysis,multiple linear regression and other methods.From the perspective of collaborative governance,the research conducted a SWOT analysis of the brand construction of the Shanghai Amateur Games and found that: ? Advantages: The three-party operation mode has achieved remarkable results,a reasonable organizational structure,clear powers and responsibilities,and obvious advantages for each subject's resources;? Disadvantages: the content of the brand identification system is thin,the comprehensive ability of the staff is not good,and the degree of resource coordination and integration is insufficient;? Opportunities: the policy support has been continuously deepened, the demand of the event market has continued to grow,and the expansion of influence has attracted the favor of capital;? Threat: the formulation of policies lacks long-term planning,the competition in the event market is fierce,and the influx of external events brings a test of governance capabilities.Research suggests that the Shanghai Amateur Games brand construction process is carried out under the influence of internal and external environments.The relevant government departments,social organizations,and market enterprises need to recognize the internal logic of development and conform to objective laws,and clarify the current Shanghai Amateur Games.The internal advantages,disadvantages and external opportunities and threats of brand construction under the influence of various factors,timely adjust the development strategy,and ensure the sustainable development of the brand construction process.The main research conclusions of the research work are as follows:(1)The content of the brand identification system is monotonous and lacks all-round packaging;(2)The event has a good mass foundation and is conducive to brand building;(3)The three-party cooperation model has obvious advantages,but the degree of coordination is insufficient.The research work proposes the following suggestions for the brand construction of the Shanghai Amateur Games:(1)deeper brand connotation and detailed project setting;(2)fostering brand thinking and optimizing service levels;(3)integrating brand resources and leveraging synergies.