黄山市体育营销城市的理论与实践研究

Theory and Practice of Sports Marketing in Huangshan City

通过体育营销城市是推介城市,塑造城市品牌的有效手段。黄山市以其特有的自然风光和徽文化资源,把黄山登山节、黟县山地车赛、黄山论剑等打造成具有国际影响的体育赛事,依托这些体育赛事,借鉴国内外体育营销城市的先进经验,发掘徽州民俗体育和体育旅游资源,形成体育营销城市的理念,弘扬徽州文化,吸引世界目光,树立黄山世界旅游胜地、休闲体育之都的城市品牌。

Sports marketing is an effective way to promote city image and build city brand. Relying on its unique natural scenery and Huizhou cultural resources, Huangshan city should make sports events like Mt. Huangshan mountaineering festival, Yi County mountain bike racing and duel on Mt. Huangshan and so on international sports events. Based on these events, Huangshan city should explore Huizhou folk sports and sports tourist resources, form the idea of sports marketing to promote Huizhou culture, attract the world tourist spot and city of leisure sports by learning advanced experience from the domestic and foreign sports marketing cities.