Research In Guangzhou City Image Communication Of Guangzhou Evergrande Club

As we all know, a city’s development and reputation are affected by the factors of their historical, economic and cultural. The image of the city as a symbol, which plays an enormous role in promoting the comprehensive development of shaping the city’s image. Through the methods of the city image marketing, it can change the city’s image. As sports marketing has become more and more important, organizing sports events is anther important ways to shape the image of the city.City by organizing sports events, not only enrich the cultural life of the people, but also create a good platform to the cultural exchanges between countries and cities, and enhance the soft power of the city. For instance, the Beijing Olympic Games and Guangzhou Asian Games are good examples of city image communication.In recent years, with the rapid development of Guangzhou Evergrande football club, it has became a part of Guangzhou, also an opening window to self-image propaganda and construction. At present, Guangzhou Evergrande football club which promoting the reputation of Guangzhou city by the outstanding achievements of a series of events, also greatly improved the football atmosphere of the city and promoting economic income. On the other hand, it also improved the atmosphere of the fans and propaganda posters. At the same time of propaganda Guangzhou Evergrande football club, also promoting the unique Cantonese culture and south of the Five Ridges culture. By analyzing the growth and the championship courses of Guangzhou Evergrande football club, not only show the status of development, but also reflected the influence of Guangzhou city’s image communication.Although Guangzhou Evergrande football club has obtained some remarkable achievements, but still has a gap compared with the clubs like Bayern Munich, Barcelona and Los Angeles Lakers who has a great influence in the world. These cities has received much more attention by the visitors and fans, because of the sports’ competition and the brand of the team. They all become the symbols and good examples to build the cities’ brand.Therefore, this article through the data collection, data research and survey research methods which explore the relationship between Guangzhou Evergrande football club and Guangzhou city image communication. And think about the effect of Guangzhou Evergrande club on Guangzhou city image communication, also the football club how to expand the city image dissemination effect.In this paper, the above problem is divided into four parts to discuss. The first chapter summarize the history of Guangzhou football, including built the football team in the early time. Especially the period of League and the Guangzhou Evergrande. The second chapter would show the process of Guangzhou city image’s construction, which description the transformation of Guangzhou’s social development. At the beginning, the "Yangcheng" Guangzhou is the first city image in people’s mind. Then business Guangzhou, the Democratic Republic of the Guangzhou, opening up Guangzhou and the negative image, until the Guangzhou Asian games reconstruction image of Guangzhou. The third chapter is the classification and survey analysis of the impaction of Guangzhou Evergrande Club, it would showed how to promote the development of Guangzhou city sports, and enhance the sense of identity. The fourth chapter is the study of Guangzhou Evergrande club how to expand the city image dissemination effect.This paper argues that Guangzhou Evergrande club make a great contribution in driving Guangzhou City Sports Culture, especially the spirit of Guangzhou which strengthen the city’s identity, promoting the city’s social development, improving the city reputation and people’s cohesion, promoting economic income and so on.However, Guangzhou Evergrande still can’t represent the Guangzhou city nowadays. But they can learn the cases from the international well-known cities, expand the city image dissemination effect in strengthen media communication in the future. Furthermore, it’s a good way to increase the fusion degree between Guangzhou elements and football team, developing the community amateur football, especially participating in public welfare activities and build some professional football stadiums and so on.