Research On The Strategy Of Urban Sports Brand Construction In China

With the tide of economic globalization and the continuous advancement of urbanization,the competition among cities becomes more and more prominent on a global scale.In this context,urban marketing has begun to receive the attention of city managers,and the creation of urban brands has become an inevitable choice for urban development in the 21 st century.Sports has brought new opportunities for urban branding and is favored by more and more cities and regions.Specific to China’s practice,the successful hosting of large-scale sports events has brought tremendous influence to the city,enabling people to see the unique value that sports bring to the development of the city.They have taken the opportunity to host the event and play "International Sports." The slogan of urban sports brand construction such as metropolis and sports city.To create a unique urban sports brand can not only improve the city’s competitiveness,but also promote the development of sports.It can also open up new ways for the development of urban brands and promote the diversified development of urban brands.This paper uses the literature data method and logic analysis method to explore the basic concepts and connotations of urban sports brand building from the relevant theories of urban brand building.By collecting and combing the current examples of urban sports brand construction in China and related literature,this paper analyzes the current situation of urban sports brand building in China,finds out the problems existing in the construction of urban sports brand in China,and analyzes the reasons comprehensively and objectively.Construction strategy,in order to further explain the conclusions presented in this paper,the article finally carried out a case study of specific urban sports brand building in Wuhan.This research enriches the theoretical system of urban sports brand construction,provides theoretical support for the construction of urban sports brand science system in China,and provides some reference and reference for the government and related sports departments to build urban sports brands,and the integration of city and sports.Development also has positive and far-reaching significance.The study found that due to our country city sports brand construction in the explorationand the primary stage,the government departments lack of unified organization,professional talent shortage,market is insufficient,lack of mass base,heavy hard power and soft power,brand construction lack of systemic superficial city sports brand construction in China,the lack of identification,such problems as insufficient sports influence,brand positioning fuzzy.Therefore,to prevent and solve these problems,we must make clear and unified organization,cultivate professional talents,attach importance to the development of mass sports,cultivate local sports events,strengthen the cultivation of urban sports concept and culture,scientifically locate and highlight brand characteristics,and build the "three-wheel drive" of urban sports brand construction.