体育赛事与举办城市的形象契合

Research on the Image Correspondence between Sport Events and Host Cities

体育赛事是城市营销的重要手段之一。研究体育赛事与城市形象的契合,不仅可以帮助城市营销者选择适当的体育赛事,同时也可以作为城市营销活动成功与否的检验标准。从体育赛事形象与城市形象的定义、构成和衡量方法、体育赛事与城市形象的契合及其作用等方面进行了研究,尤其是体育赛事与城市形象的定量测量方法和指标选择,并对形象契合理论的发展历程进行了梳理,为今后进一步对体育赛事和举办城市的形象契合做定量研究打下基础。

Sport event is one of the major strategies of city marketing.Study on the image correspondence between sport events and host cities can not only help city marketers choose appropriate sport events,but also serve as a criterion for evaluating the result of city marketing activities.The article focuses on the definition of the images of sport event and city,the formation and measuring methods of both the images,the image correspondence between sport events and host cities and the effects of image correspondence,especially the quantitative measurement and index selection for the images.It also analyzes the development process of image correspondence theory.