CIS理论视角下“中国杯”帆船赛品牌建设路径探究

Research on the Construction Path of the Brand Image of "China Cup" Sailing Race based on CIS Theory

随着"中国杯"帆船赛的不断发展,其在商业上的价值不断增加,赛事品牌仍有巨大的挖掘空间。文章基于CIS理论视角,引入企业形象识别系统对"中国杯"帆船赛的品牌建设进行探析,在对赛事的理念识别系统、行为识别系统、视觉识别系统进行分析后提出,"中国杯"帆船赛未来在品牌建设中要不断优化赛事的理念体系,并建设完善的赛事行为识别系统,最后加强赛事的视觉识别系统。以更好的促进"中国杯"帆船赛的品牌建设,为打造百年精品帆船赛奠定良好的基础。

With the continuous development of the "China Cup" regatta,its commercial value is increasing.However,the tournament brand still has a huge space to dig.Based on CIS theory,this paper introduces the enterprise image recognition system to analyze the brand construction of "China Cup" regatta.And after analyzing the concept recognition system,behavior recognition system and visual recognition system of the event,it puts forward that the "China Cup" regatta will continuously optimize the concept system of the event in the future of brand construction,build a perfect event behavior recognition system,and finally strengthen the event's visual recognition system.The aim is to better promote the "China Cup" regatta brand building,and to build a century-old boutique sailing race.