Research On City-brand-oriented Governance Of Sports Events

With the development of urbanization and continuous improvement of global economic marketization,the development of the cities has become a vital strategy for regional or national development.Sports events,as the main means of urban event marketing,has become a worldwide citymarketing strategic tool.As the city competition and marketing has become increasingly intensified and city brand has become the strategy of city development,traditional sports events gradually stuck in a position of theoretical inadequancy and practical confusion,which makes the construction of city-brand-oriented sports events more significant.Besed on the public goods theory,urban governance theory,new public service theory,stakeholder theory and other theories and using literature review,questionnaire,interview and on-the-spot investigation and other methods,this research,taking Zhangjiajie and its sports events development for empirical analysis,examines the governance of sports events from the perspective of city brands by analyzing the influence of sports events on city brands and the mutual relationship and discussing the management target,manegement subject,management content and other elements of the city-brand-oriented sports events.The main research conclusions are as follows.(1)City-brand-oriented sports events are motivated by the pursuit of comprehensive urban benefits,and their targets mainly include social benefit,economic benefit,ecological environment,national fitness,cultural development,etc.Among these,the social benefit target means the promotion of social harmony and stability,the development of urban construction and the improvement of city brand image,etc.(2)The governance subjects of city-brand-oriented sports events need to realise the diversified governance situation where the government is the leading factor,while the owner of the sports event,the organizing committee,event sponsors,non-governmental social organizations,city residents,the media,the participants,the audience of the events,and other subjects can coexist.It is required to strengthen cooperative governance between multiple governance subjects,to emphasize cooperation,participation and sharing in sports event governance.(3)The governance methods of city-brand-oriented sports events mainly include the government management reform and innovation,legal construction,credit system construction,information management,cultivating and developing social organization,public opinion supervision and guidance,etc.(4)The governance contents of city-brand-oriented sports events mainly include the brand,city operation,relevant personnel,quality and risk of sports events.