Study On The Development Strategy Of Nanchang In Building A Sports City From The Perspective Of City Marketing

In the era of rapid economic development and information media,the pace of city development is accelerating,and the competition between cities has expanded from domestic to international.City managers must think about how to stand out in the fierce competition for cities,create city business cards,create city brand value and improve city functions.Sports in the new era gives new functions to city development,and sports as a strategic tool for city marketing is highly favored by cities.In recent years,more and more cities in China have combined sports with city marketing and put forward the plan of building sports cities one after another.The purpose of this study is to find a suitable development strategy for Nanchang’s sports city construction to advance steadily and provide methods and guidance for small and medium-sized cities to build sports cities in the context of the current domestic construction of famous sports cities.Based on city marketing theory,this thesis uses literature,expert interviews,fieldwork,questionnaires and data analysis to create a city marketing model by referring to domestic and foreign sports city evaluation indexes and city marketing dynamics models and revising them.Based on this model,this study analyzes Nanchang’s strategy for building a sports city in terms of its external environment,internal resource conditions,competitive pressures faced by other sports cities,and the needs of city stakeholders.The study shows that: first,Nanchang has a certain sports foundation,but the backward economic development is an important factor affecting the process and effect of building a sports city;second,Nanchang needs to further deepen the integration of sports and city marketing,and the sports industry is developing well;third,it is easy to blindly follow the trend in the process of city marketing,and there is a lack of professional city marketing organizations,and the characteristics of Nanchang sports are not clear;fourth,compared with other sports,Nanchang lacks the presence of high-end brand events and famous enterprises;fifth,Nanchang government pays more and more attention to the development of sports and vigorously develops sports industry;sixth,all kinds of stakeholders agree that the construction of sports city in Nanchang will have a positive impact on all aspects of the city and hope to build Nanchang into a famous sports city in China.According to the conclusions drawn from city marketing theory and questionnaires,the six elements of city marketing strategic planning are used to develop the development strategy for building a sports city in Nanchang: first,clarifying the specialized city marketing organization;second,setting short-term and long-term sports development goals respectively;third,clarifying the positioning of Nanchang city,increase the city sports elements and shape the city image;fourth,determining the marketing objectives and segment the consumer market;fifth,making full use of the power of social organizations to collaborate and cooperate in sports;sixth,expand the city financing channels,diversify financing and strengthen financial support for sports.