Research On High-quality Development And Brand Building Of The "Silk Road Messenger" Bicycle Challenge

"The Belt and Road Initiative" is the background of the "Messengers of Silk Road" challenge.It is a large-scale sports event that takes sports events as a carrier to promote ethnic integration,economic and trade development,industrial upgrading and peaceful exchanges between the city and the cities along the line.By 2021,the event has been held for four times.The event has been widely recognized by countries,regions and cities along the line in stimulating market vitality,promoting national sports and strengthening sports and cultural exchanges.Based on the "The Belt and Road Initiative" ,the “Messengers of Silk Road” bicycle challenge is taken as the research object.The present situation of the events is sorted out from the aspects of tournament organization,Event Hosting and running concept.The potential and comparative advantages of the brand development are summarized.The key directions of the future need to be broken are expounded from the perspective of shaping the content and shaping path.The high quality development and brand building path of "Messengers of Silk Road" bicycle challenge.The conclusions are as follows:(1)"Messengers of Silk Road" bicycle challenge with high quality and great development potential"Messengers of Silk Road" is a mass sports and compound sports,which can promote the exchanges of ethnic groups,culture,economy and trade,education and other areas along the line with high quality,realize the organic combination of traditional culture and modern culture,and provide a good platform for the integration and development of sports industry and other industries.(2)Resistance to high quality development of "Messengers of Silk Road" bicycle challengeThe contradiction between the high operation cost and no direct benefits is obvious;the long-term guarantee mechanism of long-distance events is not mature;the allocation of professional personnel is insufficient,and the management system is not perfect;the lack of event publicity and planning is serious,and the regional differences are obvious;the communication and coordination among the organizers,the contractors and the guarantee parties are weak,and the efficient communication mechanism still needs to be explored.(3)"Messengers of Silk Road" bicycle challenge has typical comparative advantages"Messengers of Silk Road" bicycle challenge should learn from the development experience of international brand events,and strive to achieve the combination of classic reference and model innovation,the combination of policy guidance and market operation,the combination of full line popularization and key nodes,and the combination of social and economic benefits.(4)"Messengers of Silk Road" bicycle challenge brand building content is richThe brand building content of "Messengers of Silk Road" bicycle challenge mainly focuses on brand identification,marketing relationship creation and value-added and maintenance.(5)"Messengers of Silk Road" bicycle challenge brand building path is clearThe "Messengers of Silk Road" bicycle challenge needs to build its brand from the following aspects: systematic planning of the event,striving for more sources of funds;strengthening the sports atmosphere,promoting the spirit of sports;further enriching the event products,highlighting the heterogeneity of the brand;building a three-dimensional image,strengthening the brand communication;based on the construction of the Silk Road,constantly expanding the international route;further strengthening the competition Brand effect,highlight the benefits of the event.