Research On Brand Image Building Of Hunan Basketball Games Based On CI Strategy

Actively implementing the national fitness strategy,improving the physical health of the nation,deepening the concept of physical fitness and accelerating the process of a strong sports nation are important ways to achieve the great rejuvenation of the nation and the Chinese dream.Basketball,as one of the sports with the broadest mass base in China,is an important part of achieving a strong sports nation in China,and the rapid development of small basketball in recent years has greatly advanced the widespread promotion of basketball among the youth and children groups.Due to the short start time and the lack of maturity of tournament operation,thus leading to the problem of insufficient brand influence of Hunan Provincial Minor Basketball League,how Hunan Provincial Minor Basketball League can build on its strengths and deepen its brand image while maintaining its own characteristics is an issue worthy of in-depth study in the process of its brand development.In this paper,we use literature,field research,expert interview,questionnaire,mathematical statistics and comparative analysis to systematically analyze the brand image of Hunan Provincial Little League Basketball,identify problems and make relevant suggestions.The main conclusions of this study.1.The current situation of the development of small basketball tournament in Hunan province: the tournament system mainly includes three categories of U8,U10 and U12,involving 14 cities and states and122 counties,mainly divided into four stages: city and state qualifiers at all levels,provincial final,provincial summer camp and provincial winter camp,involving a wide range of children and youth age level,and all children and youth under 12 years old can participate in the game.On the whole,the tournament and activities are interlocking and progressive,but the late start of Hunan mini-basketball tournament,the pressure of competition in the industry,and the insufficient funds for holding,lead to its development speed and development scale is not comparable to the mature domestic tournament.2.The main problems of brand image shaping of Hunan small basketball tournament: concept identification,the purpose and objective of the tournament is too "dependent" on the Chinese small basketball league,although the audience has a high awareness of the brand concept,but has not formed its own unique brand concept;behavior identification,the organizational structure and schedule system does not In terms of behavioral identity,the organizational structure and schedule do not show obvious regional characteristics and cultural connotations,the media publicity news lags behind,the tournament cycle is too short and the number of games is too close;in terms of visual identity,there is a lack of visual elements such as mascots,the design lacks integration with cultural elements,too single,no innovation.3.Based on CI strategy CBA brand image shaping to the brand image shaping of Hunan mini basketball league: CBA after the precipitation of time,now the brand concept is clear,unique Chinese cultural characteristics;behavior identification system is perfect,combined with the reality base,closely follow the tournament concept;visual identification system is unique,all kinds of visual elements are rich.4.Strategies for brand image shaping of Hunan Provincial Little Basketball League based on CI theory: to clarify the tournament concept and the purpose of the tournament,integrate Hunan culture,and create a unique tournament brand image;scientific deployment of behavioral image shaping,the development of BI and VI should be in line with MI,and focus on CI integrated development;improve the visual shaping content,and create special elements,such as supplementing visual elements such as mascots.In view of the current situation,we propose the optimization strategies for brand image shaping of Hunan Provincial Little Basketball League: clear tournament concept,integrating Hunan regional cultural characteristics;regular work seminars and training,opening multiple types of thematic activities to convey the tournament concept;complementing visual elements such as mascot and tournament song gaps,breaking the traditional impression of design and enhancing the design sense of visual elements.