【摘要】 采用文献资料、逻辑分析、现场考察等方法,分析了体育赛事品牌塑造与城市品牌提升之间的关系。结果表明:体育赛事品牌归类于从属城市品牌,体育赛事品牌塑造与城市品牌塑造相得益彰;体育赛事品牌塑造过程中体育精神融入到城市精神中,强化城市的软实力和城市品牌建设;体育赛事品牌塑造演绎成特有的盛大城市节日,充分展示城市的文化特色;厦门市的知名度通过厦门马拉松赛得到进一步提高;与此同时,城市总体品牌高知名度反过来加快体育赛事品牌的成功塑造。更多还原

【Abstract】 The paper utilized literature,logical analysis,site visits,took Xiamen International Marathon as an example,described five steps of sports branding,namely:the development of vision,brand positioning,building the CIS system,the wide dissemination,supervision and management.On this basis,the discussion of the relationship between building sporting event brand and enhancing city brand goes on:sports branding and city branding complement each other,Xiamen Marathon will further improve the awareness of Xiamen City,publics Convert sports brand recognition to a city brand identity,and be proud of it;in the sporting events brand building process,the sporting spirit will be into the spirit of the city,so as to strengthen the city’s soft power and brand building and the city;sporting events are interpreted as a unique branding grand city festival,to demonstrate the city’s cultural characteristics;overall city brand high-profile sporting events in turn lead to shape faster the brand.更多还原