THE CURRENT STATUS OF BRAND POSITIONING, BRAND VALUE, PERCEPTION OF DESTINATION, AND BRAND LOYALTY IN THE BRAND BUILDING OF THE TOUR OF ZHONGYUAN ROAD OPEN CYCLING CHAMPIONSHIP

Abstract

Objective: This study aims to explore the current status of brand positioning, brand value, destination perception, and brand loyalty in the brand building of the Tour of Zhongyuan Road Open Cycling. Method:We collected a large amount of qualitative and quantitative data through various research methods, including questionnaire surveys, in-depth interviews, and brand analysis. The research results indicate that the Zhongyuan Road Open Cycling Race faces certain challenges in brand positioning, requiring a better understanding of its unique value and market positioning. Conclusion:In terms of brand value, participants generally believe that the event has certain historical and cultural value, but there is still room for further exploration in market communication. In terms of destination perception, research has found that different participants have certain differences in their cognition of different stages of Zhongyuan Road, and more targeted destination promotion is needed. In addition, in terms of brand loyalty, although some participants have shown high loyalty, there is still room for improvement overall, and it is necessary to strengthen the loyalty of participants by improving user experience and brand interaction. Overall, this study provides in-depth analysis and suggestions for the brand building of the Zhongyuan Road Open Cycling Race, which will help it better develop and consolidate its brand position in the fiercely competitive sports brand market.