Research On City Marketing Strategy Of Large Sports Events

With the rapid development of economic globalization and the deepening of information technology since 1990’s, the competition among cities are becoming more and more intensively, and the "city marketing" conception in the global scope is widely accepted and adopted. As the geographic center and the traditional industrial base, Wuhan is facing the shortage of city competitiveness and city image. Under the background of transformation in the economic structure upgrade, Wuhan has established the building of "National Center City" goal, intended to seize the policy opportunity. With the use of economic, political and other means in city marketing, the city aims to comprehensively enhance the city image and city development, as well as achieving leaping development.In the field of city marketing, Sports marketing are becoming more and more popular as a strategic tool.In this paper, with the integrated use of literature, interview and case analysis, through city marketing strategy analysis of system construction of the large-scale sports events, as well as to comparative study about Wuhan city marketing strategy and its effect of Wuhan Open tennis tournament. Thus concluded that large sports city linkage marketing strategy, large sports city linkage specific marketing strategies, large sports city linkage coordination strategy and so on. These make up with the three main body of city marketing strategy research in large sports events. Among them, the planning large-scale sports event linkage in the process of the marketing strategy, first of all should be based reality, concretization and coordination on established city marketing strategic objectives, second fit from big sporting events and city development in rational choice to build the brand of large sport events, finally to the formation of city marketing and large-scale sports events combined strategy. In big sports city linkage specific marketing strategy:advertising strategy, festival activities and network marketing strategy is to determine the specific marketing strategies that the specific success of three important factors.In order to ensure the large-scale sports event to achieve the goal of city marketing strategy, pay attention to implement the large sports events linkage marketing coordination strategy of the city is an essential factor. Especially in the multi-agent coordination,environment construction and cooperation, it is often directly influence and even determine the success or failure of large sports city marketing strategic target.With the expectation of further summarized that Wuhan city in virtue of Wuhan Open tennis tournament conduct with the experience of the city, and links to related suggestions. Hope the discussion of this article could do some help to establishment and utilize the city marketing strategy of large-scale sports events.