Research On Market Positioning And Brand Promoting Of Sport Recreation City

Sport Recreation City refers to the theme city which has rich resources of sport recreation and creative, with a thick atmosphere of sport recreation, abundant sport recreation facilities to ultimately satisfy the citizens, tourists, investors, as well as in the urban development the sport recreation industry have a agglomeration effects. Nowadays, with the result of the speeding of the urbanization process and the coming of the era of leisure, Sport Recreation has gradually become an important part of daily life. At the same time, some cities in China recently increasing restrict some essential such as land, capital, energy and so on in the road of sustainable development. This seriously issues compel most cities find a new path to exhibit comparative advantage, actualize sustainable development. Sport Recreation City according with the request of livable cities, cultural cities, feature cities, harmonious cities relies on the existing function advantages to satisfy survival needs of human being, consumer-oriented entertainment and personality value creating. Sport Recreation City will become one of the major development strategic selections of the future citizens.This paper is divided into seven chapters. The first chapter is the introduction which introduces the background of the topic and the significance, analysis framework, innovations and methods of this research. The second chapter is literature review which introduces the domestic and international research on recreational sport, city marketing and branding. The third chapter is theoretical basis which define the concept of Sport Recreation City and discuss the basis of theoretical studies. The fourth chapter is the positioning and comparative advantage analysis which explains the function of Sport Recreation City, points out the transformation from the city developing of recreation sport to Sport Recreation City restricted from resources, creativity, environmental, industrial, system, and other conditions. Among the cities which drive to position the recreational sport theme, this paper puts forward the dual driving growth path model of creative and resource is the strategic choice of Sport Recreation City. The fifth chapter is the growing up and brand promoting of Sport Recreation City. In the complex dynamic environment, if the city must achieve sustained growth, the key point is to build a CIS marketing system on the basis of dynamic innovation. Then this paper puts forward festival, personality, choicest and networks media to play a stack effect, breaking through the traditional marketing ideas such as low price, single product, single distribution, old promotion to popularizing the brand of the city. The sixth chapter is the empirical research. Through the characteristics resource and market conditions, image position and slogan, and branding, this paper selects Qingdao, Rizhao, Fuyang as typical Sport Recreation Cities among the domestic to demonstrate, hoping for a certain degree of reference significance to the development of future Sport Recreation City.