The Influencing Mechanism Of Sports Events To The Urban Brand Awareness

With the acceleration of urbanization, intensification of market competition and the strengthening of the trend of globalization, the competition between cities become more and more fierce. In the process of urban development, enhance the city brand awareness has become an important way to enhance the competitiveness of the city. This paper studies the mechanism of the impact of sporting events on urban brand awareness.The main research method of this article is a combination of qualitative and quantitative research methods, Proposed the mechanism of sporting events characterized urban brand awareness through a lot of literature collation. And analyzing the effect that the Hangzhou International Marathon to the brand of Hangzhou city through questionnaire.This paper mainly around sporting events on urban brand awareness research in four areas:1.Concluding the result that the sports competition have the characteristics of Poly-media. set the public and systematic through the documentation hair and logical deductive method.2. The city brand awareness promotion process is a process which from brand recognized to brand recall, transmission is an effective way to enhance the brand, The main mode of transmission of mass communication, interpersonal communication and organizational communication.3. Sporting events poly media enhance urban brand awareness through the mass media. Set of distinct segments through interpersonal communication to enhance the well-known city brand. Enhance the city brand awareness through Systemic organization spread.4. To use questionnaire and statistics to result that Hangzhou did not take advanced of the Hangzhou International Marathon to enhance the awareness of Hangzhou city brand.