The Construction Effect And Improvement Strategy Of "Sports Chengdu"

In the 19 th CPC National Congress,General Secretary Xi Jinping said in his report,we will carry out extensive Fitness-for-All programs,speed up efforts to build China into a country which is strong on sports,and carry out the Healthy China initiative.There’s a saying that without national health,there is no national moderately prosperous.During the nine-year development of Chengdu Sports,it has further perfected the system of public sports service in Chengdu,effectively promoted the deep-going carry out of national fitness in Chengdu,it has a great improvement in national physique,and has stimulated the development of sports industry.As far as it goes,the research of Chengdu Sports is rare,especially in the achievements and the research of upgrade strategies of Chengdu Sports.Seeing from the angle of achievements and upgrade strategies of Chengdu Sports,which aims to systematic summarize the construction achievements and find the strategy of promote achievements.Then providing gist of theories and practices of a new pattern in building Chengdu Sports,and further perfected the system of public sports service.With the entry point of achievements of Chengdu Sports,this paper use methods of literature review,field investigation,expert interview and so on.On the base of analyzing fundamental construction states,construction achievements,existing problems and innovative characteristics,this paper offering branding construction ways and strategies of promoting Chengdu Sports’ achievements.Researches show that,after nine years of exploration and development,Chengdu Sports has a great development tendency.It reflected in the further perfected system of public sports service,the booming national fitness,the increasing of sports facilities,the steady growth of sports industry,and the enhancement of people’s fitness awareness.But there are also some problems in building Chengdu Sports,such as the lack of people’s awareness in mass sports,the low legalization degree,the low marketization degree,the lack of government sports resources,the low branding and internationalization degree,they all need a further researches and more methods of solution.The paper has promoted some strategies for the problems of building Chengdu Sports,firstly,construct inimitable symbol and degree of satisfaction,shape the image of Chengdu Sports;Secondly,strengthen the brand construction,including brand differences,resource integration,brand communication;Thirdly,taking action to further perfect the branding construction,by improving infrastructure and establishing security system to strengthen the basis of brand construction,highlight Chengdu Sports’ brand value by promoting development of sports industry and strengthen brand operation ability.In view of the building effect and deficiency,this paper providing a further construction strategy focus on the brand construction and development of Chengdu Sports,firstly,strengthen publicity,raise people’s understanding of Chengdu Sports and enhance the awareness of people’s physical fitness in Chengdu;Secondly,strengthen market supply,broaden the channel of capital source,strengthen marketization service system;Thirdly,further perfect the supporting system of Chengdu Sports,strengthen legal construction;Fourthly,augment supply of government sports resources,enhance the sense of gain and sense of satisfaction of Chengdu citizen;Finally,enhance third-part supply,strengthen the supply capacity of Chengdu Sports’ public sports service,set a theory basic for Chengdu Sports’ further perfection and development.