Brand Marketing And City Image Construction

This paper takes the Lanzhou International Marathon as the research object,and inspects the marathon events as a city marketing event for the construction of the city image of Lanzhou.As an annual urban grand event,the Lanzhou Marathon has the premise that it can produce a better communication effect for the city.The premise is that the event itself has a strong brand value and becomes a brand event.Through the analysis of the brand identification elements and brand characteristics of the Lanzhou Marathon,it is found that the brand value of the Lanzhou Marathon has gradually become prominent,and it has the ability to construct the city image of Lanzhou.Therefore,it is hoped that we can explore the actual utility of the competition for the city image from the relationship between Lanzhou marathon event brand marketing and Lanzhou city image.In the process of analyzing the construction of the city image of Lanzhou Marathon brand marketing,the track and the media have become the most powerful grippers.Therefore,it mainly analyzes from the perspectives of the relationship between the planning of the race track and the urban landscape,and the status of the event media marketing.And it discusses in detail the condition of the track planning and the urban landscape,the symbol of the urban image in the track landscape,and the media coverage of specific types of events on the construction of the city image of Lanzhou.In order to use the marathon to change the public's awareness of the city's image in Lanzhou,it is based on a survey of the races of the three groups: the local public,the extra-territory public,and the contestants.Specifically,the survey data from the Lanzhou Marathon in the odd-numbered years from 2011 will be selected as the research object.That is,the relevant survey data of the four Lanzhou International Marathon events of the first,third,fifth and seventh quarters focused on the data of the latest 2017 seventh event.The study found that although different groups of people have cognitive differences in the Lanzhou Marathon,they are highly rated in thecompetition.At the same time,due to the high degree of correlation between the marathon and Lanzhou,the public's perception of the relevant aspects of the Lanzhou city involved in the event and the evaluation of the city's image have also been significantly improved.It shows that holding marathon events has produced positive results for the city image of Lanzhou.In fact,the specific construction of the image of the marathon event brand marketing for the city of Lanzhou is concentrated in the four major aspects of culture,municipality,citizens and the environment.In the next stage of brand image building of the Marathon event in Lanzhou,the added value of the event should be further increased to highlight the highlights of the city.In the next stage of brand image building of the Marathon event in Lanzhou,the added value of the event should be further increased to highlight the highlights of the city.In the overall design of the event,the concept of "big marathon" should be built to create a city festival.In terms of the characteristics of the event,it is necessary to intensify the charity of the public and use warm feelings to create the tone of the city.In terms of enhancing the ability to build a city image,it is necessary to strengthen the commercialization of the competition in order to increase the competitiveness with similar events.At the same time,it should also integrate other highlights of the city,strengthen media communication,expand the scope of communication,and enhance the effectiveness of communication.