亚运传播中的活动营销与广州形象的塑造与提升

Relation between Active Marketing of Asian Games and the Building and upgrading of Guangzhou Image

对广州而言,2010年亚运会绝不仅仅是一次体育的盛会,更是一次文化的盛会,是一次向全国、全亚洲乃至全世界展示岭南特色文化、塑造广州城市形象、提升广州城市品牌的盛会。借亚运之东风,广州的整个城市面貌、文明程度、公民素质、义工组织、群众体育、城市形象、城市品牌等能有一个质的提升,这才是举办亚运会的最终目标。然而,亚运传播不能光靠大众传媒单纯的信息传播,它应该结合人际传播、组织传播等多种传播方式来达到最佳传播效果,活动营销就是其中一种行之有效的传播方式。借助适当的活动营销,可以有效地塑造并提升广州的城市形象与城市品牌。

The 2010 Asian Games is not just a sports event for Guangzhou, but also a cultural event. It is an opportunity for the city to show characteristics of Lingnan culture, shape the Guangzhou city＇s image and improve the city brand to the whole Asia and even the whole world. Through this event, there will be a qualitative upgrading for the city such as the degree of civilization, citizenship, volunteer organizations, mass sports, city image, urban brands etc. , and then the Asian Games＇ultimate goal will be achieved. However, the Asian Games communication should not simply rely on mass media; it should combine interpersonal communication, organizational communication and other forms of communication to achieve the best communication results. Active marketing is one of the effective means of communication. Appropriate activities with marketing, can effectively shape and improve the city image and city brand.