城市体育元素对城市品牌识别和建构的作用研究

Research on the Role of City Sports Elements in City Brand Identification and Construction

城市体育元素已成为城市品牌战略的重要组成部分和城市品牌营销的重要手段,梳理城市体育元素对城市品牌识别和建构的作用,对促进城市发展和提升城市形象等方面具有重要的指导价值,为此,运用文献资料法、案例分析法等方法研究了当前世界部分城市开发与建设通过城市体育元素促进城市品牌识别和建构的实践经验,探讨城市体育元素在城市品牌识别和建构中的作用。研究认为,城市体育元素对于城市品牌识别的作用在于:融入城市品牌识别系统,凝练凸显城市品牌的个性特征,通过突出城市理念识别、展示城市视觉识别、重塑城市行为识别、体现城市地缘识别、形塑城市人文识别和建构城市制度识别6个维度来建构独特的城市品牌识别系统,实现城市品牌标识度的提升;对于城市品牌建构的作用在于:从城市品牌主张升级、品牌形象升级、品牌传播升级和品牌体验升级这4个方面推进城市品牌的建构与战略升级,彰显城市品牌的魅力。

City sports elements have become an important component of city brand strategy and an important means of city brand marketing.Sorting out the role of city sports elements in city brand identification and construction has important guiding value in promoting city development and improving city image.Therefore,the use of literature The case analysis method studies the practical experience of the development and construction of some cities in the world to promote the identification and construction of city brands through city sports elements,and discusses the role of city sports elements in the identification and construction of city brands.The research believes that the role of city sports elements in city brand identification lies in:integrating into the city brand identification system,condensing and highlighting the personality characteristics of city brands,and building a unique city brand identification system by highlighting the six dimensions of city concept identification,displaying city visual identification,reshaping city behavior identification,reflecting city geographical identification,shaping city cultural identification and building city institutional identification,Improve the city brand identity;The role of city brand construction is to promote the construction and strategic upgrading of city brand from four aspects:upgrading of city brand advocacy,upgrading of brand image,upgrading of brand communication and upgrading of brand experience,so as to highlight the charm of city brand.