Research On The Impact Of Large-Scale Sports Events On Urban Brand Marketing

The current China and the world have entered an era of interconnection,openness and sharing.To seek high-quality development,cities must rely on brand effects,integrate resources from all sides,and leverage the strengths of all parties.Therefore,in order to adapt to the new competitive situation,the development,development and maintenance of the image of urban brands has become an important issue to accelerate the development of urbanization in China.The sports events have high attention,high influence and positive content.They have a great impetus to the economic development,cultural communication and urban construction of the host city.If it develops into a brand event,it will become an important postcard for the city..Therefore,large-scale sports events have become an important development direction of urban brand marketing.This article will focus on the relationship between large-scale events and the promotion of urban image.In the context of the fierce competition in modern city image and the relatively mature marketing strategies,how can cities promote and shape large-scale events? The image of the city will enhance the competitiveness of the city and spread the new image of the city through large-scale outstanding events.This paper analyzes the relationship between sports events and urban brand marketing through literature data method,logic analysis method and questionnaire survey method,and further analyzes the interaction mechanism between marathon events and urban brand marketing.Through the analysis of typical event cases at home and abroad,And investigated the impact of the Beijing Marathon on the status quo of urban brand marketing.The influence of large-scale sports events on urban brand marketing is discussed from different angles.Based on survey visits by participants of the Beijing Marathon,volunteers and other participants,the results showed that the participants' initiative in participating in the marathon increased gradually,the number of people who loved the marathon gradually grew,and the attention to the city image during the marathon.A high degree,tourism enthusiasts or event enthusiasts,out of Beijing Marathon for the interest of Beijing,feel the Beijing culture.The main reason for Beijing residents to pay attention to the marathon is because they are Beijing residents' sense of identity in their cities.This shows that residents fully recognize the city value of their cities and recognize the city's brand marketing.It is concluded that the North Malaysia event can enhance residents' recognition of Beijing's city brand,and have a good effect on disseminating the city's visual image,city idea image,and city behavior image.By strengthening the connection between sports events and residents and enterprises,it can be used to promote foreign affairs.Disseminate a positive image of urban behavior;build keywords for urban brands through the establishment of distinctive sports event brands;increase efforts to introduce professional talents to increase the promotion of the city's image in the event.