| In order to thoroughly implement the spirit of General Secretary Xi Jinping’s important speech and instructions on football work,fully realize the important role of developing campus football in improving students’ physical health and enhancing national self-confidence,strengthen the campus football competition system and create a good campus football atmosphere,to create a Sichuan campus football brand event,and in 2020 the first "Gongga Cup" campus football league in Sichuan Province kicked off and became a "local characteristic".Therefore,this paper takes the most typical "Gongga Cup" youth campus football league as an example,and uses the general theory of sports event brand building to study the proposition of brand promotion for youth campus football events in Sichuan Province.The brand building process of a case is analyzed in detail,and through the literature method,case analysis and field research experience summary,some experiences and targeted plans that can be used for reference in the brand promotion of youth campus football events in Sichuan Province are proposed.The main conclusions of this study are as follows:(1)Through the research on the brand positioning,brand identification,brand communication and brand management of the "Gongga Cup" youth campus football league in Sichuan Province,it is shown that the current youth campus football events in the province have some characteristics in the process of brand building: league The identification elements are clear,and the brand promoting of the league is accelerated;the competition enters the participating colleges and universities,and the number of cities reached increases;the competition method is gradually improved,and the scale of the competition is increased;the publicity intensity is significantly enhanced,and the cultural atmosphere of the competition is strong.(2)Although the development of the "Gongga Cup" has built a "Sichuan model" for youth campus football events,and achieved some major breakthroughs and valuable experience,there are also some problems that cannot be ignored,mainly in the following three aspects.The first league brand identification: lack of integrity of brand identification elements,the quality of the competition products needs to be improved,and the lack of innovation in the form of brand culture construction;the second league brand communication is insufficient;Insufficient cooperation.(3)The brand promotion path of youth campus football events in Sichuan Province:first,enrich the brand identification elements and enhance the brand recognition of the event;second,create high-quality competition products in multiple forms to highlight the brand characteristics of the event;third,innovate the form of cultural construction and cultivate the event brand Cultural connotation;the fourth is to seek new breakthroughs in publicity strategies and optimize the effect of event brand communication;the fifth is to focus on the effectiveness of functional departments to improve the ability of multiple parties to jointly organize the event;the sixth is to improve the rules and regulations of the event to maintain the brand image of the event;the seventh is to enhance business cooperation The implementation effect will speed up the marketization process of the event. |
