Research On Relationship Of City Brand Building And Sporting Occasions

Since twentieth Century,western scholars have put forward a measure of the degree of local urbanization is the occurrence of large-scale urban events.One of the various forms of urban events is the large-scale sports events,large-scale sports events have become an important symbol of urban modernization.With the establishment of professional sports system in our country,the sports events are becoming more and more abundant,which has brought a lot of choices to people's material life and spiritual life.Sporting events also bring the city's popularity and tourism,but also for the city's economic,social,cultural and other comprehensive benefits brought an important opportunity to upgrade.Many cities in China want to become a trump card of city marketing,build city brand,and promote the development of city.On the basis of elaborating the concept and definition of sports events and the construction of city brand,this thesis analyzes the function and significance of the city's large-scale sports events.At the same time,taking Tianjin as an example of the Olympic Games in 2008 and the National Games held in Jinan,this thesis studies the importance and existing problems of the establishment of urban brand in the combination of sports events and urban marketing.Secondly,organized sports events,the development of tourism in Tianjin and the willingness of residents to participate in sports events were investigated and analyzed,and first-hand information was collected.This thesis uses the method of statistical analysis to analyze the satisfaction degree of Tianjin city's overall brand image and the analysis of its brand image.Tianjin found that although the sports resources are relatively rich,but through sports events to improve the city's brand advertising capacity is not enough.Finally,the thesis gives the impact frame of the city's large-scale sports events on the construction of the city brand,and puts forward relevant policy suggestions.The research of this essay will be of great significance for the marketing strategies of China's major cities through the organization of sports events to enhance the brand image of the city.