The Impact Of Our City Marathon On The Image Of The City

With the accelerating pace of globalization,the competition between cities has changed from a single economic strength competition to multi-dimensional competition,including urban history,culture,ecological environment and civilization literacy.This multi-dimensional competition is the competition of city image.The city marathon race has become a good carrier of the city image because of its large number of participants,no restrictions on venues and equipment,and all cities are competing for the marathon.Nowadays,many cities just blindly follow the trend of the urban marathon.As a result,the current number of events has increased but the quality is uneven.and the impact on city image has its own advantages and disadvantages.In view of the above,based on the perspective of branding,this paper adopts the methods of literature reading,comparative analysis,induction and deduction to analyze and interpret the brand construction of the urban marathon race and its influence on the city image.The text is divided into six parts:the first part briefly describes the research background and significance of this topic,the research situation and trend at home and abroad,research ideas,research methods,research innovation and shortcomings.The second part elaborates and defines the related concepts of brand,city marathon race and city image,and explains the inner relationship between the urban marathon race and the city image.The third part is judging the influence of urban marathon race on the city image through the identification standard of urban image,mainly including three aspects,which are the mind,behavior and vision of the city.Including the fourth part summarizes the city marathon exists some problems in the process of constructing the city image:the lack of brand personality and reversal of competition;blurred brand positioning and lack of long-term mechanism;the cultural accumulation is shallow and the image is not good;Brand marketing is poor,lack of publicity;Improper brand maintenance and management loopholes.The fifth part,based on the theory of branding,gives some suggestions and Countermeasures for the construction of the marathon competition brand in China.It includes improving the quality of competition,optimizing brand identification,establishing long-term mechanism,defining brand positioning,mining urban culture,building core competition,integrating brand marketing,expanding communication channels,improving competition management and expanding brand extension.The sixth part mainly summarizes and rethinks the article argument.The conclusion of this paper can be summarized as follows:First,the marathon race is moving in the direction of standardization,and pay more attention to the race brand building and its impact on the city's image.Second,the city marathon brand competition on the city mind image,behavior image,visual image have an impact,of which there are positive and negative effects.Three,the city marathon brand competition in the construction of the image of the city still exist shortcomings,need to be improved.Four,the competition brand construction should be optimized from different directions and levels in order to improve the image and influence of the host city.