Large Sports Events On The Effects Of Small And Medium-sized City Brand Building

Under the background of economic globalization,China's urbanization process has entered the acceleration stage,and the competition among cities is very intense.From the international perspective,the city's evolution is constantly and the cooperation between cities is becoming more and more closely.From the domestic perspective,the city's brand image reflects the spirit of the city as a whole.Promote the development of the city,create brand city.In the numerous city image marketing strategy,the large-scale sports event has the nature of its scale,duration,influence and high benefit.Is one of the best ways to create a good city brand image.The successful hosting of the 2008 Beijing Olympic Games provided China's city brand marketing with a unique historical opportunity.Theoretical research and practice have proven that sports events,especially large sports events,can be marketed as brands.The promotion of urban brand marketing by large-scale sports events is an inevitable result of the birth of economy in the context of economic globalization.As the development of means and methods for obtaining competitive resources for cities is becoming more and more similar,research and analysis on how to create positive effects on the shaping and promotion of urban brands through large-scale sports events have important practical significance for increasing the competitive advantages of cities.In recent years,when China continued to strengthen the fitness exercise for all citizens,it also cancelled the review system for holding mass and commercial sports events in 2014.After that,the holding of urban marathons presented a phenomenon of "blowout" development.As the country's largest mass sports event,the city marathon is the most conducive to the development of national fitness activities.Its organization has received strong support from the local government,and the government department has also taken the urban marathon event as the promotion of local city brand development.Booster.Based on this phenomenon as an entry point,the relationship between urban marathon and urban brands is studied.The research method used in this study is an empirical research method.A lot of relevant literature and data,relevant questionnaires,statistics and logical analysis are used in the research process.The example of this article is derived from the international marathon held in Changde in 2017.We related the athletes,the audience watching the event,the staff of the event and others as specific research objects and conducted relevant questionnaire surveys on them.From different perspectives,we discussed the shaping and promotion of urban brand image by large-scale sports events.Changde City held Changde Liuye Lake International Marathon and put forward Changde's brand positioning of "One City One Product and Building Urban Tourism Environment Ecological Civilized City".It qualitatively and quantitatively analyzed how the Changde Liuye Lake International Marathon is in actual conditions.Actively influencing all aspects of the city reflects the shaping and spreading role of Changde Liuye Lake International Marathon in Changde's urban brand image of "One City,One Product,Building a City Tourism Environment,Ecological and Civilized City".Finally,the author takes the Changde Liuye Lake International Marathon as a reference,and puts forward his own suggestions on other small and medium-sized cities in China to use sporting events to promote the city brand.