An Empirical Study On The Impact Of Marathon On The Spread Of City Image

With the official promulgation of the State Council Document No.46 on October 20,2014,"Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption",the state has begun to vigorously encourage and support people throughout the country to participate in fitness,especially the approval of mass events and commercial events The opening of the authority has made the marathon event a craze nationwide.As a form of national fitness,the marathon can effectively drive the development of the city,stimulate economic growth,shape the government's image and enhance the city's influence.In recent years,Nanchang is accelerating urban construction,especially the opening of subway lines and the discovery of Haiyunhou Tomb have enhanced the image of Nanchang to a certain extent.The successful VR World Industry Conference held in 2018 directly pushed the city of Nanchang It has attracted the attention of countless people all over the world,and Nanchang has successfully held 3 international marathons,which undoubtedly provided an opportunity for urban development.As the referee of the 3rd Nanchang International Marathon,the author analyzed the dimensional analysis of the impact of Nanchang International Marathon on the image of Nanchang city from the perspective of the participants,and combined qualitative research and quantitative research based on CIS(corporate identification strategy)theory.Through the literature method,field survey method,questionnaire survey method,interview method,mathematical statistics method,and logical analysis method,the athletes,spectators and related event workers participating in the 2018 Nanchang International Marathon are taken as the survey objects to summarize different social groups The effect brought about in the competition and the spread of the city's image.The research results show that:(1)Athletes,spectators and event workers participating in the 2018 Nanchang International Marathon are more male than female,and are mainly concentrated in the 30-44 age group,most of whom are undergraduates or above,Students become an important team in the participating population,accounting for a relatively large proportion.(2)The scale of the Nanchang International Marathon continues to expand,the quality of the event continues to improve,and its popularity in the international and domestic markets continues to increase,but the overall image of the city of Nanchang is still in general and needs to be improved.(3)The Nanchang International Marathon is not well-organized,and its publicity and promotion efforts are lacking.It is necessary to focus on the promotion of local media in combination with foreign media to increase the city's popularity.(4)It is necessary to discover the problems and conditions that attach importance to the process of event competition or publicity and promotion,and formulate good countermeasures.(5)Among the survey subjects of different social groups,according to the analysis of the urban visual image,urban behavior image and urban concept image in the CIS theory,it is concluded that there are no significant differences between different genders;different ages,different educational backgrounds,different There are significant differences among occupational groups.