基于大型体育赛事视域下的城市品牌战略研究-体育人文社会学专业论文.docxVIP

重庆大学 重庆大学硕士学位论文 英文摘要 PAGE PAGE VI ABSTRACT The 21st century is the era of economic globalization. Along with the increasingly intensified competition of the global cities, city marketing is becoming an effective means and important strategic choice to promote the development of urban economy and comprehensive competitiveness. City brand image is a potentially huge wealth, which is the core of the citys comprehensive competitiveness. Among them, with the aid of large-scale sports events and a series of marketing tools, it is an important opportunity to shape a good city brand image and speed up the citys economic development. The value and application of large-scale sports events becomes a means for this strategy. The large-scale sports event y is playing a more and more important role in the rapid development of cities in our country. It combines a variety of activities such as sports organization, event planning and event management, tourism, shopping, entertainment, trade negotiation, technology culture, and urban image display. It occupies a more and more important position in the urban development. As a new industry, the large-scale sports event marketing is booming worldwide. With the advancement of reform and opening up and the market economy in our country, all kinds of sports events gradually are arising in the cities in our country. Sports event has become a business card of propaganda in each district. It has played a huge role in promoting the urban political, economy, culture as well as the all-round development of undertakings of physical culture and sports. This article will penetrate the theory of sports events marketing throughout the city marketing research, aiming at forming the benign interaction between the theory and the practice of sports marketing preliminarily. Firstly, this paper conducts a comprehensive overview for the large-scale sports events and the theory of urban brand marketing; Secondly, the role and function of large-scale sport