Research On Sports And City Marketing In China

Marketization, economic globalization and urbanization decide and increases competition between cities, indirectly lead to the city marketing age coming. Practice proves that sports are the mode city marketing often used, and this is one of present city’s development trends. Practice of sports and city marketing develops so fast that it needs mature theory to appear. In this context, research on sports and city marketing has great realistic and theoretical significance.Research commits to build a theory system of sports and city marketing, provides theory reference for our country’s sports and city marketing. Around the research purpose above, this paper focuses on these questions:what is sports and city marketing, why applies sports in city marketing, what is development situation and how to apply sports in city marketing.By adopting the method of literature review, induction, empirical research, affirms and judges the current achievements and shortages of sports and city marketing, defines the concepts and contents of sports and city marketing in this study, analyzes the relationship between sports and city marketing, comb the development of sports and city marketing after the founding of RPC, summarizes the major practice modes and the deficiency of our country’s sports and city marketing, put forward advices that suitable for china’s national conditions for the development of sports and city marketing, further explain and verify the above theory with Qingdao city’s sports and city marketing practice, eventually build research framework of sports and city marketing. The results of the study show that:First, no matter how to define the concept of marketing, it should embody the demand as the foundation, and competition oriented. And sports, coordinate with city marketing, penetration in city marketing organization, product and market.Second, relationship between sports and city marketing is positive. Sports can promote the internal and external market differential marketing, and shape the image of the city; and city marketing can also promote the development of sports, promote mass sports, sports industry and the ascension of the sports events. Third, sports and city marketing has experienced three stages of development since the founding of RPC. In planned economy period, sports and city marketing does not exist. In economic system reform period, city grows into city marketing stage, offers the opportunity for sport and city marketing development. Sports and city marketing also appears gradually. Under market economic system, city marketing gradually mature, sports and city marketing has been into growth.Fourth, the practice modes of sports and city marketing main include sports games and city marketing, folk sports culture and city marketing, sports industry and city marketing, recreational sports and city marketing.Fifth, many shortages has exposed in the practice of sports and city marketing, includes lack of unified organization, decision of sports and city marketing lacks of vision, local people subject consciousness is not strong.Sixth, puts forward proposal to how to apply sports in city marketing, mainly is establish and improve sports and city marketing organization, make professional development thought of sports and city marketing, summarize and feedback decision implementation of sports and city marketing.Seventh, explain and verify the theory system with Qingdao city’s sports and city marketing practice, ensure theory’s credibility.