The Construction Of The Index System Of Xi’an City Wall International Marathon’s Influence On City Brand Building

With the strong support of the state for sports development,sports events are full of vitality.Marathon events have developed rapidly in recent years.At the same time,urban development is facing higher requirements.Urban development needs new power and vitality to improve the competitiveness of the city.The proposal of city brand strategy in city marketing forms a good mutually beneficial relationship with marathon events.The city can play sports events to become a city brand to market the city.At the same time,sports events can also serve as an important platform window to publicize and promote the city brand and actively promote the development of the city.In this paper,literature,Delphi,analytic hierarchy process and other methods are used as research methods,combined with the symbiosis theory and brand equity theory to build the influence index system of Xi’an City Wall International Marathon on Xi’an city brand building,and to explore the influence of Xi’an City Wall International Marathon on Xi’an city brand building.The main research results are as follows: 1)city brand refers to the unique combination of historical,natural,cultural,industrial and other resource elements,which can have a unique impression and brand association in the thinking of stakeholders.Urban brand building is an activity process in which the main body of urban management refines urban connotation,reflects urban culture,urban style,etc.,improves urban popularity and attracts urban customers through urban brand positioning,urban brand identity design,urban brand promotion and communication,urban brand management,etc.;urban brand building is mainly divided into urban brand positioning and urban brand image awareness Other,the city brand promotion dissemination,the city brand management four parts.2)Marathon can promote the development of urban economy,the progress of urban culture,the accumulation of urban management experience and the construction of urban infrastructure.3)The good development of Xi’an City Wall International Marathon promotes the positioning of Xi’an international sports event famous city brand;as a unique resource endowment of Xi’an City,the city wall promotes Xi’an city brand image and recognition in the form of events;Xi’an city brand has been effectively promoted through the city wall marathon;the City Wall International Marathon improves the level of Xi’an city brand management.4)Through the influence index system of Xi’an City Wall International Marathon on Xi’an city brand building,this paper describes the specific influence factors of Xi’an City Wall International Marathon on city brand building,including four first level indexes,nine second level indexes and 23 third level indexes of a city brand positioning,B city brand image identification,C City brand promotion and communication,D management city brand.Relevant suggestions for city brand building: 1)the government should actively guide the development of all kinds of Marathon events and build city brand.2)In the process of Xi’an city brand building,we should pay attention to the publicity of the city brand and enhance the popularity of the city brand.3)In the management of city brand,the government is the main body of management.We should improve the public service ability of the government and maintain the city brand image.Suggestions on the construction of the impact index system of urban brand building: 1)the index system of urban brand building is constructed from four dimensions: urban brand positioning,urban brand image recognition,urban brand promotion and communication,and urban brand management,with the focus on urban brand promotion and communication and urban brand management.2)In the process of constructing the index system,we should analyze the specific problems,combine the characteristics of our own development,and focus on the shaping power weight of the specific index.