Research On The Path Of The Promotion Of City Brand By Profes Sional Sports Events

Urban brand, as a core competitiveness of the city, is an inevitable path that the city chooses to go along the way of sustainable development. The urban brand shaping relies on the exploration and full utility of superior resources. Professional sporting events boasts inherent international impacts with unique advantages of integrating economic, cultural and social values, thus making the holding of them a critical approach to building and upgrading urban brand for many cities. In recent years, it has become an important research issue concerning how to take best advantages of holding professional sporting events as superior resources, how to further the urban brand positioning, how to upgrade the core competitiveness of the city and how to facilitate the economic and social development of the city.Based on the overall review of professional sporting events and prior research on urban brand, the thesis intends to analyze the interactive effect of sporting events and urban brand, the integration of which will provide the feasible basis for this paper to depend on. Relying on the analysis of interactive relation of sporting events and urban brand as well as the empirical analysis of Wuhan Open’s effect on upgrading Wuhan urban brand, it proposes to upgrade the urban brand through internal and external perspectives: internally, it is imperative to strengthen the urban management, find the right position of urban brand and improve urban infrastructure. Externally, efforts need to be made to enhance urban promotion to upgrade the reputation of the city. The thesis attempts to verify the effectiveness of professional sporting events to upgrade the urban brand, through which real problems can be explored and improvement suggestions can be put forward.