The City’s Image Marketing Of City Marathon At Media Context

With the further deepening of globalization, the local, regional and national economy is becoming a part of the integration of the world economy. Each place must compete with other places for economic advantages. In the increasingly fierce competition in the development of globalization, mega-events provide an opportunity for the development of the city. Contemporary Chinese cities are seen sport mega-events important bargaining chips in the urban image marketing. As an important sports event to promote national fitness, promote sports culture and sports industry development, the city marathon is becoming an important carrier of urban image marketing as it’s rapid domestic development.Based on this background, the thesis firstly establishes the link between mega-events and cities, the relationship between urban image marketing and urban government over space, and builds the media text analysis system. As a sport mega-event, city Marathon have a positive social and economic impact on the city; under the theory of place, urban image marketing is that the government endows space with meaning,then produces the urban image and pushes it, the space producing motivation of city government determines the spatial meaning of urban image marketing; media text analysis system contains analysis of the narrative theme, narrative structure, narrative mode, narrative content. Base on above, the thesis summarizes the discipline of the urban image construction in the interpretation of city marathon. Then the thesis choose Guangzhou city as an example, deeply anlalysises Guangzhou City Marathon commentary text in 2014.Through the literature research, theoretical analysis and case analysis, the thesis finally draws the following three conclusions: under the macroscopic globalization background, the city marathon has become an important means of government in the urban image marketing; The city marathon broadcast is advertising of urban image, constructing similar urban image.It includes two parts of contents,one is that the international urban image meeting the international convergence, the other is that the local image emphasizing localism; the mainstream media in the context of urban image marketing expresses interest demand of the Chinese government on the space,mainly for political interests and economic interests. First, while the local government manages the urban image,the ‘development’, seen as the national ideology spreads, as well as the constructing government image are to maintain the legitimacy of the govening. The second is to attract the production factors into the city’s production and reproduction process of space by meeting different stakeholders with the demand of urban supply during the enterprise management of the urban image.At the end, the thesis makes a comment on the phenomenon of urban image marketing by using local theory in the current domestic city with the perspective of global development. Due to constructing the essence of urban image is constructing a kind of local identity, the thesis consider that the urban image which is under the convergence of the globalization and the power orientation can not form a local identity. It is pointed out that the construction of urban image in current domestic city marathoning texts expresses political and economical interests of government on space, and tha the core target audience are the audience outside the city, while there is little considering with the urban internal audience. Finally, the thesis puts forward that the construction of urban image should pay attention to the cultivation of local identity.