体育赛事与中小型城市营销——以广西柳州为例

Sport Event and City Marketing——A Case Study of Liuzhou Sport Event Marketing

由于体育赛事能够给举办城市带来巨大的经济和社会效益,目前已成为城市重要的营销战略手段。本文以广西柳州这一西部中小型城市为个案,阐述了城市选择体育赛事的动因和策略。研究表明,柳州选择体育赛事营销策略的主要动因是树立经济与环保同步发展的现代工业城市新形象;体育赛事策略以水上赛事为核心,以其他高水平单项赛事为补充的赛事组合。柳州市体育营销城市战略的经验与启示为:将体育赛事作为城市转型升级的发力点,并上升到城市战略层面。城市体育赛事营销战略要取得良好效果,首先要找到体育赛事与城市诉求的最佳结合点;其次,必须对整个体育赛事过程进行精心的策划和安排;最后,要长期持续不断地实施赛事战略。

Because of the competition between modern cities is more and more intense,sports event,bringing huge economic and social benefits to the host city,has become an important strategic means of city marketing.This paper take the western small city as a case,explore the relationship between sports and city marketing,and further elaborate sport event selection reason,strategy and experience.The research revealed that the main reason for Liuzhou selection of sport event is to set up a new image of economic,social and environmental development;sports event strategy is to take water sports events as the core,with other high level sports events as a complement.The a lesson which we can learn from Liuzhou is to put sport event as a driven force for city transition and rose to strategic level;To achieve a good result,the key lies in the implementation of the long-term sport event strategy;to achieve the intended purpose,city sports event marketing must carry on the careful planning and arrangements for the whole sports process.