体育赛事发展与城市品牌治理

Development of sports events and urban brand management

在全球化和城市化背景下,城市之间竞争日趋激烈,城市品牌成为各城市吸引人才、资本、技术、增加竞争力的重要因素,如何对城市品牌进行治理成为城市管理者必须解决的问题。在体育成为人们生活中不可缺少因素的背景下,最具活力、最有影响力的体育赛事成为了城市塑造城市品牌的重要手段。本文构建了分析体育赛事对城市品牌效应的评价指标体系,以求对体育赛事的城市品牌塑造效应做出评价。在多中心治理模式指导下,我国体育赛事运营要采用"政府主导、市场运营、社会补充"的新型赛事运营模式,政府的角色定位要实现从"垄断者"向"引导者"的转变、从"掌控者"向"推动者"的转变、从"运动员"向"裁判员"的转变。

Under the background of globalization and urbanization, the competition between cities is becoming increasingly fierce, and city brand has become an important factor for cities to attract talents, capital, technology and competitiveness. How to manage urban brands has become a problem that the city managers must solve. In the background of sports as an indispensable factor in people’s life, the most dynamic and influential sports events have become the important means to shape the city brand in the city. In order to evaluate the effect of city brand building of sports events, this paper constructs an evaluation index system to analyze the effect of sports events on city brand. Under the guidance of the multi center governance model, the sports competition operation in China should adopt the new competition operation mode, that is 'government leading, market operation and social supplement'. The role orientation of the government should realize the transformation from 'monopolist' to 'guide', 'master' to 'promoter', 'athlete' to ' referee'.