Based On Major Sports Events Water Sports Capital Of Ri Zhao City Marketing Platform Construction

With the Rising of the globalization and industry Competitions between cities are getting more intensive constantly among cities intensified increasingly. How to adapt to the quickly changing environments? City administrators are seeking the road to sustainable development. RI Zhao city has held many large-scale sports events with aid of the abundance of unique natural resources. The municipal government has realized that sport can be a tool of city marketing. The paper is for searching the best marketing plan by analyzing the reality of RI Zhao city and refereeing to the marketing principle. And the paper is also to provide the municipal government with advice and basis of a better city marketing plan.Nowadays, sports have been an indivisible part of a city. Especially, holding sport events has become a kind of the global phenomenon. it can be a industry with an attractive prospect. The paper emphasizes on he opportunities brought by sport events, By the mature approaches of western marketing theories and the theory of city orientation, the paper studies out a long-term, integral development direction of city marketing with the idea of building an aquatic sports city which was proposed by RI Zhao municipal party committee and government in 2004. In order to realize the idea, RI Zhao government should take advantage of sport events to improve city environment, optimize city structure, integrate city resources, and build city image which will also raise the reputation of RI Zhao both home and abroad and improve the city's great-leap-forward development.The paper first interprets the concepts of the basic theories related to city marketing within the past study. By means of investigation, interview and logical analysis, the paper aim at analyzing the choosing of a marketing platform of an aquatic sports city, explaining the connotation and component of an aquatic sports city from marketing, social science and management perspectives. Meanwhile, the paper presents the strategy and safeguard mechanism of city marketing based on holding events by the aquatic sports city, which is after the overall analysis and diagnosis of successful cases in other cities like Qingdao, and has combined the reality of RI Zhao city as well.