Large Sporting Events Shape And Enhance The Brand Image Of The City

In the context of economic globalization, China’s urbanization processhas entered an acceleration phase, such a development situation, competition is fierce among cities. From an international perspective, the city evolved keep with international practice, exchange and cooperation between cities worldwide is becoming increasingly close. From the domestic point of view, among the cities competing for limited factors of production resources, personnel, and funding are racking their brains. For the city, the city brand image reflects the whole spirit of the city, if the city can create a unique brand image and play a city function, you can change the current urban construction, the identical, generalized problems, promote urban development creating brand cities. One of the best methods of many of the city’s image in marketing strategy, major sports events for its large-scale, long duration, and nature of the wide influence of high efficiency, is to create a good brand image when city.The purpose of this study is to resolve large-scale sporting events to the city and enhance the brand image, combined with sociology, communication studies, knowledge of marketing, with the city’s image recognition system CIS, the use of literature, AHP, examples related research studies, comparative law. Discusses the following: identification of elements of the brand image of the city include the concept of identifying elements, behavior recognition feature, sensory recognition features. City brand image process including the development of a vision, brand positioning, strategy implementation, image communication, supervision and management. And as a theoretical support, through the Beijing Olympics, the Xiamen International Marathon, Wuhan Open three major sports events discussed as an example of urban brand image and promotion.