大型体育赛事对城市品牌的打造

发布时间：2018-07-12 09:16

本文选题：大型体育赛事 + 马拉松　；参考：《厦门大学》2009年硕士论文

【摘要】： 体育营销,尤其是大型体育赛事的营销,是城市营销重要的方式和途径。利用大型体育赛事进行城市营销是经济全球化发展的必然结果,对提高城市的国际知名度、树立良好的城市品牌具有积极的意义。在城市竞争的手段、方法、内容、形式逐渐趋同的情况下,研究城市如何利用举办大型体育赛事这一优势资源,对于塑造和提升城市的品牌、构建城市发展的核心竞争力以及保持城市竞争优势具有重要意义。本文在全面理解城市品牌构建理论的基础上,运用传播学和营销学的理论进行研究分析,从城市品牌的传播主客体、传播内容、传播媒介、传播效果等方面,采取了定量与定性分析相结合的方法,尝试构建大型体育赛事对城市品牌的塑造和传播机制,并以厦门国际马拉松赛为例进行了实证分析,通过对数据的分析处理,体现厦门国际马拉松赛对厦门城市品牌形象“温馨动感的海港风景城”的塑造和传播作用。最后,笔者以厦门国际马拉松赛为借鉴,对我国其他城市借助体育赛事提升城市品牌提出自己的建议。本研究的创新之处主要体现在首次运用传播学的5W模式和城市品牌的基本理论概括提出“大型体育赛事对城市品牌的塑造和传播机制”,并进行初步论证,试图探索体育赛事对城市品牌影响的新框架和新方法,对城市管理者进行城市品牌建设与传播有一定的参考价值。
[Abstract]:Sports marketing, especially the marketing of large-scale sports events, is an important way of city marketing. It is the inevitable result of the development of economic globalization to use the large-scale sports events to carry on the city marketing, which has the positive significance to raise the city's international popularity and establish the good city brand. Under the condition that the means, methods, contents and forms of urban competition are converging gradually, the study on how to make use of the advantage of holding large-scale sports events can help to shape and promote the brand of the city. It is of great significance to construct the core competitiveness of urban development and to maintain the competitive advantage of the city. On the basis of comprehensive understanding of the theory of urban brand construction, this paper uses the theories of communication and marketing to study and analyze, from the aspects of the subject and object of urban brand communication, the content of communication, the media, the effect of communication, etc. This paper adopts the method of combining quantitative and qualitative analysis to try to construct the mechanism of shaping and spreading the city brand of large-scale sports events, and takes Xiamen International Marathon as an example to carry on the empirical analysis, through the analysis and processing of the data. Xiamen International Marathon plays an important role in shaping and spreading Xiamen city's brand image "warm and dynamic seaport scenery city". Finally, the author uses Xiamen International Marathon as a reference, and puts forward some suggestions to other cities in China to promote the city brand with the help of sports events. The innovation of this study is mainly reflected in the first use of the 5W model of communication and the basic theory of urban brand. This paper attempts to explore the new framework and method of the influence of sports events on urban brands, which has certain reference value for city managers to build and spread urban brands.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206;G80-05

【引证文献】