The Survey To The Status Quo Of Residente Attention To Large Scale Sporting Events In Suzhou And The Research About The Promotion Strategies

With the use of literature, questionnaire,expert interviews,field surveys, statistics, case studies,logical analysis and other research methods, this study surveys the residents’ attention to major sports events held in the past five years in Suzhou city(including Kunshan, Changshu, Zhangjiagang, Taicang City etc.). It investigates the status quo of major sports events promotion and the basic characteristics, problems, factors and promotion strategies of the events followed with interests by Suzhou City residents, in order to contribute to the scientific development of large-scale sporting events.Survey results show that: the policy of major sports events promotion has better support. Event promotion agencies in Suzhou City are mainly Sports Council departments. Event promotion forms in each city are different, basically each city has developed their own fixed form. Event promotion budget mainly comes from the title sponsor and government funding. The approach of event promotion is based on traditional media. Suzhou City residents’ attention to large-scale sports events has negligible impact and role. The overall attention and awarenessbof Suzhou City residents to the events is around the average level and shows a certain basic features. The purpose of paying attention to the event is primarily for hobbies, leisure and entertainment. The basic ways of knowing event information are television, web browsing or newspapers reports. The overall sales situation of the large-scale sports events in Suzhou City is not optimistic. There are many problems of large-scale sporting events, such as the lack of promotion funds, the lack of form innovation, residents lacking of knowledge and ticket sales ideas and methods needing to be improved. The main factors that affect Suzhou City residents’ attention to the major sports events are major sports events environment, ticket sales price, residents’ hobby of watching matches and sports lifestyle.The promotion strategy of residents’ attention of major sports events is as follows. Building a sports information dissemination network, showing highlights and features of events; Constructing social education system and guiding people to know about sports and participate in sports; Creating convenient conditions to attract more residents’ attention to the sport; Establishing mechanisms to cultivate brand events to effectively enhance the fame of the event; Forming society pattern of sports event promotion and integrate a variety of resources; setting reasonable ticket prices and catering to the interests of urban residents; Constructing sporting events transformation system and highlighting the elements of local culture and spirit of the city; Improving residents participation mechanism to create more participation of the residents; enriching game site activities and designing sports shows popular among residents; Strengthening research on enhancing residents’ attention and scientifically making the form of event promotion.