The Study of lnternational Road Cycling Race Brand--Take "Tour de France" as an Example
This paper takes Tour de France as research object to conduct the analysis of brand building through the method of literature, expert interviews and logics. The results shows that Tour de France has obvious brand advantages during a century’s operation: firstly, in the material level, (1) high standard and high level athlete team provide high-quality products for the audience; (2) market operation and excellent management provide economic security; (3) the advanced competition production and spread present splendid images and contents of Tour de France. Secondly, in the system level, (1) effective organizational structure and organizational culture is the guarantee of benign operation of Tour de France. (2) continuous change is the driving force for lasting prosperity of the Tour de France. Thirdly, in the value level, (1) it is the retrospect of nature and history of France. (2) it is sports as spectacle and sporting spectacle in the world. The study is to provide the reference for Chinese cycling race brand by studying the inspiration of Tour de France brand.
International road cycling raceBrand developmentTour de France
NETL
NSTL
万方数据
