大型体育赛事对提升传播武汉城市形象的策略研究

发布时间：2018-06-24 19:01

本文选题：大型体育赛事 + 城市形象　；参考：《武汉体育学院》2017年硕士论文

【摘要】：城市与城市之间的竞争随着都市化历程的逐步推进日益明显;同时,伴随着经济的全球化,城市间的竞争不再停留在交通通信、丰富资源、基础设施等传统的竞争模式。城市竞争成为当前各个城市需要面对的重要议题。一个城市需要构建属于自己城市特色的吸引力来吸引人们的关注,并通过城市形象的传播和提升吸引更多的人到访这座城市。一个城市举办大型体育赛事,特别是高水平的体育赛事对推动城市各方面发展的作用已越来越得到认可,越来越多的城市希望通过举办体育赛事来提高城市的知名度和影响力,促进城市经济文化的发展。举办大型体育赛事可以促进举办城市积极塑造自身城市形象,同时借助大型体育赛事以及其知名度,增强城市的吸引力,提高城市的美誉度,展现城市文化精神风貌。本课题的研究对象聚焦在近三年武汉举办的具有代表性的大型体育赛事上。作为提升与传播武汉城市形象的一种契机,举办大型体育赛事已成为武汉对外宣传、展示其良好形象的一种重要途径。本论文立足于对城市形象内涵的理解,运用传播学理论就武汉举办大型体育赛事对武汉城市形象的传播与提升进行全面和深入的探讨,并通过具体实例分析赛事举办对城市形象在经济、社会等方面的提升效果;同时,媒体是包括奥运会在内的大型体育赛事成功与否的评判者,对赛事主办方和主办城市的形象宣传有着举足轻重的影响,针对赛事相关报道在传播武汉城市形象过程中的不足,梳理出主办方和媒体利用举办赛事的契机传播城市形象过程中存在的问题,主要表现为:第一,消息报道、来源和影响力不够;第二,赛事前后期报道不足;第三,活动信息化建设、宣传力度不够。针对这些不足之处,给出改进和完善通过赛事宣传与报道传播与提升武汉城市形象的策略建议:首先明确武汉城市形象的定位,打造历史文化与现代结合的城市新形象;其次,要充分体现议程设置功能,开启多元报道模式,加大宣传报道的力度;第三突出城市形象塑造中的个性特征;最后是充分运用赛事品牌效应、口碑效应达成武汉城市形象传播的持续效果。
[Abstract]:With the development of urbanization, the competition between cities becomes more and more obvious. At the same time, with the globalization of economy, the competition between cities no longer stays in the traditional competition mode, such as traffic communication, rich resources, infrastructure and so on. Urban competition has become an important issue that each city has to face. A city needs to construct its own attraction to attract people's attention and attract more people to visit the city through the dissemination and promotion of its image. The role played by a city in holding large-scale sports events, especially high-level sports events, has been increasingly recognized as a means of promoting the development of all aspects of the city, and more cities are hoping to increase their visibility and influence by holding sports events. Promote the development of urban economy and culture. Holding large-scale sports events can promote the host city to actively shape its own image, at the same time, with the help of large-scale sports events and its popularity, enhance the attractiveness of the city, improve the reputation of the city, and show the spirit of urban culture. The research object of this topic focuses on the representative large-scale sports events held in Wuhan in the past three years. As an opportunity to promote and spread Wuhan's city image, holding large-scale sports events has become an important way to promote Wuhan's external publicity and display its good image. Based on the understanding of the connotation of city image, this paper makes a comprehensive and in-depth discussion on the dissemination and promotion of Wuhan city image by holding large-scale sports events in Wuhan by means of the theory of communication. Meanwhile, the media is the judge of the success of the major sports events, including the Olympic Games. It has an important influence on the image publicity of the host city and the host city, aiming at the deficiency of the event related reports in the process of spreading the image of Wuhan city. Combing out the problems existing in the process of the organizers and the media taking advantage of the opportunity to hold the event to spread the image of the city, mainly as follows: first, the news report, the source and the influence are not enough; second, the match is not reported enough before and after the event; third, The activity information construction, the propaganda dynamics is insufficient. In view of these shortcomings, this paper gives some suggestions on how to improve and improve the city image of Wuhan through the promotion and reporting of events: firstly, the positioning of the city image of Wuhan is clearly defined to create a new image of the city that combines history and culture with modern times; secondly, We should fully reflect the function of setting the agenda, open the multi-reporting mode, increase the intensity of publicity and report; third, highlight the personality characteristics in shaping the image of the city; finally, make full use of the brand effect of the event. Word of mouth effect achieves the sustained effect of Wuhan city image communication.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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