A Study On The Impact Of Large-scale Sports Events On The City's Brand Image

In the context of the continuous industrialization and commercialization of large-scale sports events,holding large-scale sports events is not only the competition between countries,but also gradually becomes a new mode for cities to enhance their competitiveness.The government introduces and holds sports events to enhance the city's popularity,brand image and comprehensive competitiveness,so as to realize the sustainable development of the city.In this paper,through the CIS theory research on the construction of urban brand image elements are used to discuss the effects of large-scale sports events to urban brand image,respectively,from the visual image of the city,the concept of city image and city image three dimensions to study,and held in chengdu marathon research on brand image of the city as a case,to explore the large sports events to the urban development of favorable factors,and through the large sports events to promote the brand image of the city,also for cities to create more likely.The research conclusions are as follows;1.The influence of the city marathon on the city brand image is mainly reflected in three aspects,namely,the visual image,the ideological image and the behavioral image of the city.2.The Chengdu Marathon has changed the temperament of Chengdu,gradually making sports deeply rooted in the hearts of Chengdu people and changing the way of life of Chengdu people.This also shows that the city marathon has changed the sports concept of a city and penetrated into the hearts of the people.3.The holding of large-scale urban sports events will gather a large number of events to the relevant personnel,so that the city hosting the events can get continuous attention and improve the exposure of the city and its own image.At the same time,the visibility of the city will be improved accordingly,which is the meaning of the Chengma Run and the meaning of the Chengdu Run.4.Through the analysis of different population categories,Chengdu Marathon among people of different ages,educational backgrounds and genders has different influences on the city's visual image,urban concept image and urban behavior image.