Based On The Large-scale Sports Event Marketing Of City Brand Strategy Research

The21st century is the era of economic globalization. Along with the increasinglyintensified competition of the global cities, city marketing is becoming an effectivemeans and important strategic choice to promote the development of urban economyand comprehensive competitiveness. City brand image is a potentially huge wealth,which is the core of the city’s comprehensive competitiveness. Among them, with theaid of large-scale sports events and a series of marketing tools, it is an importantopportunity to shape a good city brand image and speed up the city’s economicdevelopment. The value and application of large-scale sports events becomes a meansfor this strategy. The large-scale sports event y is playing a more and more importantrole in the rapid development of cities in our country. It combines a variety of activitiessuch as sports organization, event planning and event management, tourism, shopping,entertainment, trade negotiation, technology culture, and urban image display. Itoccupies a more and more important position in the urban development. As a newindustry, the large-scale sports event marketing is booming worldwide. With theadvancement of reform and opening up and the market economy in our country, allkinds of sports events gradually are arising in the cities in our country. Sports event hasbecome a business card of propaganda in each district. It has played a huge role inpromoting the urban political, economy, culture as well as the all-round development ofundertakings of physical culture and sports.This article will penetrate the theory of sports events marketing throughout the citymarketing research, aiming at forming the benign interaction between the theory and thepractice of sports marketing preliminarily. Firstly, this paper conducts a comprehensiveoverview for the large-scale sports events and the theory of urban brand marketing;Secondly, the role and function of large-scale sports events from the perspective of thecity brand marketing are expounded.On the one hand, the direct effects of large-scale sports events to shape the citybrand include: adding city characteristics, strengthening the city attraction, promotingthe development of urban economy and driving the development of relative industries,promoting the city’s investment and capital introduction, improving the urban laboremployment, improving the urban infrastructure construction and environmental health.On the other hand, the indirect effects of large sports events on the city brand shaping include: it is the window of showing city characteristic; it promotes the city brandimage and reputation; it promotes the development of urban culture; it promotes theconstruction of city spiritual civilization. And at the same time this paper has a simpleelaboration on the negative impact on the integration of urban soft resources and theurban development.At last the paper studies the strategies of large-scale sports events on thedevelopment of city branding including using the brand strategy to build the brand ofthe large-scale sports events; carrying out integrated marketing to achieve jointdevelopment of large-scale sports events and city brand; implementing publicity tomake large-scale sports events marketing strategy; enhancing the urban residents’support for large-scale sports events through internal marketing; Realizing thecooperation between related departments of large-scale sports events. In addition, thearticle also involves the brand spokesman of sports star strategy, sports sponsorshipmarketing strategy and sports network marketing strategy.