区域品牌赛事创建与发展策略——以上海市徐汇区“一区一品”创建为例

Statistics of Creating and Developing District Brand Events——Taking an Example of "One District,One Brand "in Xuhui District,Shanghai

以上海市徐汇区为例,对"一区一品"赛事创建与发展进行研究,分析区域品牌赛事创建的经验与不足,探讨区域品牌赛事创建与发展的策略:区域品牌赛事的创建与发展,需要进行科学规划,项目选择应注重与区域发展的匹配性,品牌的培育应注重与项目普及的同步性,赛事的运作应注重政府、社会、市场的互补性,赛事推广应注重覆盖范围的全面性。

Taking Xuhui District of Shanghai as an example,the article discusses the event creation and Development of ＂One District,One Brand＂.It analyzes the experience and imperfection in creating district brand events and explores the ways for creating and developing district brand events.Scientific planning is needed for the creation and development.The selection of events should match the development of the district.The nurture of brands should go hand-in-hand with the popularization of the events.Event opera-tion should be based on the complementarities between government,society and market.Event promotion should have an all-round coverage.