Research On Brand Cultivation Of Sports Complex In Jiangxi Province

The main contradiction in China’s society has also been transformed into a contradiction between the people’s growing need for a better life and unbalanced and inadequate development.In the field of sports,it is reflected in the contradiction between the people’s growing need for fitness and exercise and their inability to meet the diverse sports needs of the masses.In2014,the State Council issued document No.46,which proposed for the first time to build an urban sports service complex(hereinafter referred to as the “sports complex”).In July 2016,the “13th Five-Year Plan”for the development of sports industry clearly pointed out that the venue service industry should be developed as an important industry.In the “14th Five-Year Plan”,it also mentioned the need to widely carry out national fitness,develop fitness and leisure,outdoor sports and other related industries.Since then,the construction of sports complex has appeared in the relevant government documents for many times,and the sports complex venues have appeared in various provinces like bamboo shoots.In the context of a healthy China and a powerful sports country,the brand cultivation and good construction of sports complex reflect the real needs of the times and the people,and also highlight the fundamental purpose of our party to serve the people.This study includes eight parts.Taking the brand cultivation of sports complex in Jiangxi Province as the research object,this paper understands and analyzes the development status of three representative sports complexes in Jiangxi Province through the methods of literature,expert interview,field investigation and questionnaire survey.After research and sorting,it is found that the following problems exist in the brand cultivation of sports complex in Jiangxi Province:insufficient understanding of basic concepts,lack of effective development guidance;The content of the business project is repetitive,and the brand characteristics are lacking;The professional management level is not high,and the long-term development of venues is limited;The promotion channel is narrow and the brand communication efficiency is low.In order to solve the problem and promote the brand cultivation of sports complex and the further development of the good operation of sports complex in Jiangxi Province,this study puts forward targeted countermeasures and suggestions,including practicing the correct brand concept and promoting the development;Pay attention to the creation of characteristic projects and strengthen industrial integration;Introduce high-end sports talents and improve the quality of sports services;Innovate media channels and expand brand awareness.On this basis,the characteristics and standards of sports complex brand cultivation and sports complex brand cultivation strategies are further proposed.The strategies are divided into four points,namely,innovating brand cultivation mechanisms,integrating historical and cultural characteristics,expanding talent development paths,and deepening brand marketing promotion.It is hoped that this study can promote the development of sports complex in Jiangxi Province and even in China.