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2. Upgrade the city brand image, attracting investment and tourism2．提升城市品牌形象，吸引投资和旅游 在市场竞争比较激烈的背景条件下，守株待兔的经营理念已经落伍。而且随着经济社会的发展，城市的管理理念也在发生着变化，正由管理城市向营销城市转变。对一个城市来讲，基础设施完善、功能完备只是促进城市竞争力的内因，而宣传城市、营销城市，树立良好的城市品牌，是促进城市竞争力的外因。11111影响举办城市竞争力的一个关键方面就是宣传城市，扩大城市的影响力，提升城市的形象。11111通过大量媒体报道、直接观看11111的旅游者的口碑效应、城市的直接广告、不同的11111，以及组织者或城市政府结合11111进行的一系列城市推介、间接知情者的形象传播等宣传城市。所在国或者所在城市的投资环境会通过1111媒介从正面或侧面展示出来。例如日本东京、西班牙巴塞罗那等城市因成功举办奥运会而举世闻名，带动了本国社会经济、政治等方面的重大变化。 In the context of intense market competition, the management approach of waiting trades has already moss-grown. In addition, with the development of economic activities, management concept is also changed from management to marketing, which takes place not only in the city, but also in the countryside (Bowdin, et.al., 2004). With regards to city development, it is argued that perfect infrastructure and comprehensive functions are merely the internal causes of promoting urban competitiveness, those external causes are indispensable as well. Thus, factors such as city propaganda, city marketing and setting up good city brand are required (Dwyer, Forsyth Spurr, 2006). According to Solberg and Preuss (2006), one of the most crucial aspects of influencing the host citys competitiveness via holding an event is to propagandize this city, to enlarge the urban influence and to upgrade the citys image. More specifically, events will propagandize the citys image through massive media coverage, disseminating by the tourists who are taking part in this event, direct advertisements of the host city, different activities of demonstrating the host city which conducting by the event organizers or the local government, and other indirect communication of the cities’ image. As a result, the investment environment of the host country or the city could be shown up directly or indirectly by the media. For example, Tokyo, Japan and Barcelona of Spain, which are famous all over the world as a result of holding successful Olympic Games, have accom