Study On The Communication Strategy Of Urban Image In Large-Scale Sports Events

Since the development of the city marathon,it is self-evident that it plays an important role in enhancing the strength inside and outside the city.Therefore,for a city,holding large-scale events or events is a good way to improve the city's visibility and influence.However,due to the uncertainty and complexity of the event,for the host place,there are corresponding risks in the holding of large-scale events or events,and the sudden situation and accidents on the field are likely to form public opinion events through wide dissemination and discussion.This will affect the ideal effect of the event and the positive dissemination of the city image.Therefore,in the case of city decision makers and managers,a reasonable communication strategy and corresponding crisis management mechanism should be established.The author takes Nanchang International Marathon as the research model,through the collection of data,Through the analysis of the text and interviews with the staff of the events,this paper summarizes the strategies used by different communication subjects in the event and the city image communication as well as the results brought by the event.It is found that the event plays an important role in reforming the infrastructure of Nanchang city,promoting consumption-driven economic growth and raising the awareness of people's health care.Although large-scale sports events have great attractive to media and public,which is of great significance to the dissemination of city image,the author also finds out the problems when studying the dissemination of city image in Nanchang International Marathon.For example,the dissemination of the event is not strong enough,the extraterritorial image power of the local media is not enough,and other media outside the region can not be well combined to expand the influence of the tournament.Secondly,in the face of unexpected events,the event is not handled in a timely manner.There is no corresponding early warning mechanism,which weakens the positive effect of the event,and finally puts forward the solution to the above problems.