Research On The Value Chain Of Mass Sports Events In Shanghai

In recent years,Shanghai has issued Three-year Action Plan for Building An International Sports Events City(2018-2020),Shanghai Sports Competition Management Approaches and other policy documents,which not only means that the government pay much attention to the growing demand of the mass sport events,but also means the era of fitness for all will arrive.However,the development of mass sports events in China started late and there are certain defects and shackles in organization,management,event content,supporting services and other aspects,so it is difficult to form a great mass sport event popularity.Large-scale mass sports events in China are in short supply and the events types are single.All in all,mass sports events get to the state of insufficient marketization and low commercialization,it is hard to create certain economic value and brand equity value like professional sports events.The above problems show that the development of large-scale mass sports events in China needs to be improved as soon as possible.Focusing on the background of building Shanghai An International Sports Events City,according to the theory of value chain,this study takes China Coordinates City Orienteering Challenge(Shanghai)as an example to analyze the characteristics of its basic and auxiliary activities in the process of providing mas sports events,to combs the role of Shanghai mass sports events in building an International Sports Events City,and through the brand equity model to demonstrates how mass sports events establish core competitiveness.The results show that:(1)In the value chain,the value created by competition production is the largest.(2)Shanghai mass sports events have certain economic value.(3)The brand value of mass sports events in Shanghai has been enhanced.(4)Mass sports events in Shanghai have unique cultural value.The study suggests that:(1)using Internet + Sports to improve the popularity of the event.To build the global popularity of mass sports events in Shanghai,we must cooperate with the current entertainment industry,Internet and other industries.(2)Pay attention to the quality of operation and management,and improve the service level of the events.On the one hand,starts with the technical means,uses the thought of Science and Technology + Sports to improve the operation efficiency of the event and establish a strong technical advantage,on the other hand,the service level of volunteer,security personnel and other staff should be improved.(3)Innovate the form of events and improve the competitiveness of events.In terms of competition system and theme,the unique memory points of the events should be created.The local events brand has great appeal to the public,Shanghai mass sports events should strengthen brand construction,build NBA-model,boost employment and promote the development of sports industry.