Research On The Brand Cultivation Of Rope Skipping Events In Shanghai

Sports events can comprehensively reflect the soft power and international competitiveness of a city,and with the rapid development of modern sports events,continuously improving the quality of event brands has increasingly become a core element of event marketing.As the competition level in the forefront of Shanghai jump rope event,Double Dutch Contest Shanghai has been successfully held six times,in the brand cultivation has achieved certain results,but there is still a large gap with other brand events.By combining the development status of Double Dutch Contest Shanghai,this study explores the brand identification,brand positioning,brand communication and brand asset evaluation of the event from the perspective of the event operator and the event participants respectively,and summarizes the problems in brand cultivation of the event and proposes corresponding cultivation strategies.Based on this,this paper takes the Double Dutch Contest Shanghai as a research case,and conducts a study by using the literature method,interview method,case study method and questionnaire survey method.Through the combing of the interview contents of 2 experts in related research fields and 4 event operators and the statistical analysis of 303 valid questionnaires issued to the participants of Double Dutch Contest Shanghai,the following conclusions were drawn.(1)The brand identity system of Double Dutch Contest Shanghai currently includes: event brand logo,brand name and theme slogan.At present,the event has not yet developed some basic elements such as event mascot and theme song.(2)The product positioning of Double Dutch Contest Shanghai is international single sports event;the platform positioning is to promote and popularize the sport of rope skipping,cultivate rope skipping professionals,spread the image of Shanghai city and develop the local rope skipping industry;the audience positioning of the event is not only the domestic high-level athletes,but also the junior interaction rope fans.(3)Double Dutch Contest Shanghai event operator in the communication method on the one hand to make full use of the characteristics of fast and wide range of network communication to expand the influence of the event,on the other hand,the use of interpersonal communication and consumer groups to establish a more real consumption situation.In terms of communication content,it mainly targets the participants before,during and after the race,with the most tweets before the race and the least during the race.(4)Brand cultivation is brand equity,and the first goal of building consumers’ brand equity is to establish a strong and unique brand perception in consumers’ minds,i.e.brand re-cognition and brand recall,so as to influence what consumers think,feel and do,and deepen the degree of connection between them and the brand.(5)Jump rope event in the brand cultivation process,on the one hand,we must rely on Shanghai’s location advantages,and its city development concept effectively combined;on the other hand,we must actively build the event brand symbols,promote jump rope brand culture dissemination,improve the public’s awareness of the jump rope competition project.Based on the findings of the study,the following cultivation strategies are proposed:1)Promoting the online transfer of events and updating event brand symbols.2)Expanding the supply of event content and increasing the brand dimension of events.3)Cultivating talents in emerging industries and highlighting the advantages of human resources.4)Improve the construction of the tournament organization system and promote the organization of positive interaction.5)Developing eye economy and increasing public awareness of rope skipping.6)Discover the cultural connotation and build the tournament brand culture.