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大型体育赛事具有很强的互动性和无障碍沟通的特点,其影响力和传播有效性十分强大,是塑造城市形象的最佳途径,对促进城市的发展具有不可低估的正向功能。近年来,贵阳市通过承办第九届少数民族运动会(2011年)、中超开幕式(2012年)等大型赛事增强了城市的影响力,但对塑造城市形象的贡献力度不大。本研究从联合品牌的视角,分析如何最大限度地利用体育赛事资源,探讨如何利用体育赛事塑造贵阳市城市形象,为贵阳市城市的建设与发展提供理论依据和实践参考。
Large-scale sports events have the characteristics of strong interaction and barrier-free communication. Their influence and effectiveness are very powerful. They are the best ways to create a city image and have a positive function that can not be underestimated for the development of the city. In recent years, Guiyang City, through hosting the Ninth Minority Games (2011), Super Grand Opening (2012) and other major events to enhance the city’s influence, but to shape the contribution of the city image is not strong. This study analyzes how to make the most of the resources of sports events from the perspective of co-branding, and discusses how to use sports events to shape the image of Guiyang and provide a theoretical basis and practical reference for the construction and development of Guiyang’s cities.