Research On Brand Construction Of Tour Of Qinghai Lake

In recent years,with the continuous enhancement of social brand awareness,the brand construction of the competition has gradually become an essential work in the development process of the competition.A good brand building of the event can not only bring rich returns and massive attention to the event,but also promote the sustainable development and popularization of the sports.The Tour of Qinghai Lake International Road Cycling Race has gone through 21 years of development.In the continuous exploration,its brand building system has been initially established,but there is still a certain gap compared with other similar competitions at home and abroad.Based on the sports brand theory,using literature method,expert interview,field observation,questionnaire method,from brand identification,brand positioning,brand marketing,brand communication,brand management five aspects of Qinghai lake international road cycling brand construction,found that the brand construction is insufficient,and combined with its characteristics and similar events related experience,put forward the corresponding brand building optimization strategy.Through the study,it is found that:(1)competition brand recognition: the lake competition has built a relatively perfect competition brand identification system,but the detailed design and promotion of some elements need to be further improved.In addition,the product quality of the Round Lake Race is slightly less than that of similar events,and there is still a great room for improvement in the level of the participating teams,the appreciation level of the competition and the watching experience of the audience.(2)event brand positioning: to the platform positioning better achieve the event organization group goals,in actively can assign the "four" construction of Qinghai province,promote the development of professional road cycling,strengthening sports public service facilities in the province construction made outstanding contributions,leading role is more obvious.However,the product positioning is relatively vague,which cannot accurately reflect the inherent characteristics of the event in the stage setting and the cultural customs of the venue.(3)Brand marketing of the event: The Lake Race has initially constructed a diversified marketing model,but due to the lack of innovation of some marketing means,it cannot effectively attract the attention of potential audiences,and the return rate brought by its marketing strategy is not high.(4)Brand communication of the event: The competition has basically established a national brand communication ecological structure covering the whole country,but some details still need to be improved.In addition,in terms of communication strategy,the publicity of brand concept,brand story and brand connotation is relatively rare,and its continuous brand building needs to be strengthened.(5)Event brand management: The competition has established a detailed and perfect organization structure of labor,but there are still problems such as low marketization operation,lack of independent departments of event brand operation,and lack of flexible scheduling in the process of event operation.In terms of sponsor management,the perfect hierarchical sponsorship rights sharing mechanism not only realizes the double improvement of the quantity and quality of sponsors,but also realizes the self-sufficiency of the materials needed by the event.Finally,the competition worked very well in brand protection and crisis management,and the intellectual property rights related to the competition were well maintained through legal channels such as trademark registration.Put forward the following suggestions:(1)optimize the event brand identification system,and strive to improve the product quality of the event.(2)Precise product positioning of the events,and conform to the development law of modern events.(3)Explore the needs of the event audience and innovate the means of the event marketing.(4)Expand the brand communication coverage of the event,and focus on the long-term brand building of the event.(5)Deepen the reform of the event management system and improve the degree of market operation.