Research On The Influence Of Large-scale Sports Events On The City Brand Marketing And City Image Construction

In December 2014,the General Administration of Sport of the People’s Republic of China issued the document "Several Opinions on Promoting the Reform of the Examination and Approval System for Sports Events",which pointed out that fitness for all is being carried out in a large area and people are enthusiastic about participating.As a mass event,with the improvement of the domestic fitness atmosphere,more and more marathon enthusiasts participate in the event,including college students,young people and middle-aged participants.Nanchang International Marathon has grown from the first "Bronze Medal Competition of China Athletics Association" in 2016 to the honor of "Elite Signage Competition" awarded by IAAF in 2021,and has experienced great challenges and tests.Nowadays,the national competition and the competition between provinces and cities make each host city pay more attention to the later impact of each large-scale event and the city image structure.A good city image is conducive to the city’s investment attraction and the injection of high-quality brands.Therefore,local governments actively support the development of large-scale activities to stimulate the city’s domestic demand,gradually changing from government support to the type of government sponsorship and enterprise undertaking,The holding of large-scale sports events undoubtedly provides high-quality fertile soil for the economic development and image building of the city.Holding a marathon in a city can form a good marketing environment and serve the development of the tertiary industry.It can also promote the city’s cultural history,urban construction,and city appearance to domestic and international stages through large-scale sports events,thus stimulating the city’s brand marketing market and improving the overall quality of citizens and the city’s image.This paper adopts the methods of literature,questionnaire,interview and field research,combines qualitative research with quantitative research,and on the basis of analyzing the current situation of Nanchang International Marathon,uses SWOT analysis method to deeply analyze the internal strengths and weaknesses,external opportunities and threats of Nanchang International Marathon brand marketing,and analyzes the impact of Nanchang International Marathon on the city image,And through expert interviews,the paper discusses the brand marketing and city image construction of Nanchang International Marathon.The conclusions are as follows: 1.The service level of Nanchang International Marathon should be improved;2.The characteristics of Nanchang International Marathon are insufficient;Inadequate market development,lack of physical product development,and imperfect promotion of tourism development;3.The participation of the public is not high,the organizers have not been widely publicized and encouraged,and it is difficult for the audience to integrate into the event;4.The event is dominated by the government,and it is difficult for the market to obtain competitive resources,which is not conducive to improving the enthusiasm and professionalism of the organizers;5.The charitable scope and influence of the activity are very small;6.Holding a marathon in a city can promote economic development,improve urban hardware and software equipment,promote fitness for all,and improve the popularity of the city.The negative impact on the city’s image mainly lies in the traffic impact on citizens’ travel,conflicts with citizens’ lives,and garbage increase during the competition.The participants of the Marathon and the citizens of Nanchang have a consistent attitude towards the impact of holding large-scale sports events on the city’s image.In view of the shortcomings of Nanchang International Marathon in the process of development,it is suggested that the marketing of the event brand should be strengthened,and the publicity effect in the process of the competition should be kept continuous;We should pay attention to the development of urban characteristics,and continue to strengthen the efforts of volunteers and traffic safety to prepare for large-scale events with better service quality;In terms of talent training for the event,the first thing is to popularize the knowledge about marathon among college students and consolidate the reserve of participants;Enhance the economic benefits of marathon events;Strengthen the charity efforts;Improving the comprehensive quality of urban citizens,strengthening the improvement of public sports facilities,establishing a sound event system,optimizing the event environment,creating a boutique event brand with urban image characteristics,and displaying the revolutionary image of Nanchang’s red memory are one of the issues that event organizers should consider in the future.