Research On The Strategy Of Promoting Sports Brand In Xinjin County By The Integration Of Sports Event Resources

In 2013,Chengdu municipal committee of the economic work conference, clearly put forward on how to construct the satellite cities. In a new round of urban transformation, the advantage of resource of Chengdu will actively pushed off to neighbouring cities. 2014 Sichuan provincial economic work conference, once again the key task of strengthening multipolar multi-point support, to speed up the development of a batch to ecological tourism, the advantages of the modern agricultural industry as the support of the strong county in Sichuan province. As one of the seven satellite city Xinjin need through the access to urban competitiveness, and establish their own city brand, city marketing. In numerous city marketing, sports events in a wide range of publicity, good ability of leading industry and the promoting effect on economic growth, favored by more and more city, is to establish the image of the city, one of the important ways of city brand.Based on the above background, this study use the sports theory, the theory of city brand, resources integration theory, through the literature review, expert interview and intercept access, official data query, such as research methods and means, in Xinjin in Sichuan province as the research object, through the city brand positioning and the present situation of sports resource investigation and analysis, this paper probes into the problems existing in the current Xinjin sports development, from the Angle of sports resources integration of Xinjin city brand is studied and discussed.This research is divided into eight chapters, the first chapter introduction part mainly elaborated the research background and the selected topic significance; Part in the second chapter for literature review, the review about sports events, city brand and the resources integration, and the impact on the city of the event’s research literature; The third chapter illustrates the research methods and research idea of this article; The fourth chapter analysis of Xinjin city brand positioning, that is the goal of resource integration for events and background; The fifth chapter analyses the Xinjin event resources present situation, and were compared with six major satellite city; The sixth chapter is the event resources integration environment, including the resource evaluation, the resource integration advantages of the event analysis as well as the existing problems of competition development; Seventh chapter is the research of a resource integration plan events, including course resources integration construction principle as well as build concrete model, a resource integration plan and Xinjin events for the concept design. Chapter 8 is the conclusions and recommendations, this research summarizes and supportive advice.The study found that Xinjin have identified with "hydrophilic leisure" as the theme of city image, sports resources also has certain characteristics, but the current sports development still exist on the brand competition propaganda, public participation is not high, connotation and reception ability needs to improve, through the sports event marketing problems such as insufficient effect of the city.According to the problems existing in the sports event to Xinjin "hydrophilic leisure in western China first city" city brand as the goal, optimize the sports resources integration, and advice from: events as the core, build festival brand as the key point, integrating events internal resources; On the basis of assets versatility, promote the combination between sports and industry; To expand the city brand influence as the goal, to strengthen the regional cooperation between events. From the three aspects of the existing sports resources integration, to achieve the purpose of promoting city brand.