Research On Improving The Brand Image Of Rescource-exhausted Cities Through Sports Events

Huangshi City,located in Hubei Province,is a typical resource-based city which is born of mines and thrives on mines.In 2009,it was recognized as one of the second batch of resource-exhausted cities,and the industry urgently needs to be transformed.However,as a resource-based industrial and mining city,Huangshi has a bad image of a city with serious industrial pollution,which restricts the development of sports,tourism,catering and other tertiary industries and hinders the industrial transformation.Sports events,as an important means of urban marketing and competition,will have an impact on the development of the city's economy,culture,public institutions,and sometimes even affect the formulation of urban development strategies.The goal of city marketing needs some carriers to achieve—sports events is one of them.Through the combination of sports events and media to promote the building of city brand and the improvement of city image,has become one of the favorable methods that can be used in the transformation and development of Huangshi City.The main purpose of this paper is to analyze and explain the effects of sports events on rebuilding and upgrading the brand image of resource-exhausted cities.Combining with the relevant theories of sports sociology,marketing and media,this paper uses City Image Brand Recognition System CIS and the methods of field investigation and expert interviews to investigate the logic of mathematical analysis.Analytical method is also used for relevant research.This paper systematically combed the path mechanism of resource-exhausted cities using sports events to enhance the city brand image.Through the research and analysis of Huangshi's use of sports events in the past five years for urban brand image marketing,it was concluded that the sports events held by Huangshi and the reports for the events had obvious effect on the construction of Huangshi's city brand image,which constructed a new city brand image combining industrial and mining history and culture with landscapes.The holding of related major sports events will become Huangshi's new city brand.When referring to Huangshi,we will associate these events,which will help to rebuild the city brand and expand the spread of the city image.