Research On The Construction Of City Brand Image In Sports Event Reports

In recent years,China's cities have stepped into the process of city branding,with the help of sports events to reshape the city's brand image increasingly enthusiastic.Since the remarkable success of the 2008 Beijing Olympics,urban residents,governments,academics and businesses have all started to pay attention to the impact of sporting events on the host city.In the era of "borrowing the city of Syracuse",sports event report,as an effective means of communication of the city's brand image,began to emerge.How to frame the sports event report and how to construct the city brand image through the sports event report is an emerging issue in the current sports event and city brand research.This article takes city marketing,city image,and city brand as the starting point,and introduces brand image theory,brand image transfer(BIT)theory,and brand joint theory to explore the modeling model of the city 's brand image for sports event reporting.This article uses the "People's Daily" report on the 2008 Beijing Olympic Games and the 2010 Guangzhou Asian Games as examples.Based on the "customized" city brand element indicator system,it analyzes the total period of 6 months before and after the event.How to build the brand image of the host city from the theme level of the event report,and build a "pyramid"-type event report model based on the research sample.Based on this,this article integrates the characteristics of the Hangzhou city brand image during the G20 period,and proposes a framework for the Hangzhou city brand image of the 2022 Asian Games report.Involves the image elements of a city brand.This article draws up the Hangzhou Asian Games event reporting structure map,which aims to provide ideas for the direction of the 2022 Hangzhou Asian Games event reporting and better leverage the role of event reporting in hosting city brand images.