大型赛事与城市品牌联合路径探索——以武汉世界军人运动会为例

Exploration on Brand Alliances Path of Sport Mega-event and Urban Brand: A Case Study of Wuhan Military World Games

城市与大型赛事的品牌联合具有促进城市发展的重要战略价值。本研究从品牌联合视角入手,基于武汉举办世界军人运动会的筹备实际,探讨了大型赛事促进我国城市品牌建设的路径。结果发现:1)必须重视提升赛事与城市品牌联合层次;2)要兼顾城市内外顾客需求,根据赛事不同阶段特点,提升城市顾客体验;3)以赛事为平台构筑情感联结,促进城市品牌认同与顾客忠诚;4)借赛事提升城市文化竞争力,增强城市品牌识别。

Brand alliances between urban brand and sport mega-event brand has important strategic value to promote the development of cities..Starting from the perspective of brand alliance and based on the actual preparations for holding the World Military Games in Wuhan,this study explores the path of promoting urban brand construction by large-scale competitions.The results are as follows,firstly,it must attach importance to the promotion of the level of association between the event and the urban brand.Then,considering the needs of customers both inside and outside the city,it should enhance the experience of city customers according to the characteristics of different stages of the competition.Moreover,constructing emotional connection on the platform of competition to promote urban brand identity and customer loyalty.Furthermore,enhancing the competitiveness of city culture and enhance the identification of urban brand through competitions.