摘要
随着现代体育的快速发展,体育赛事尤其是大型、综合性体育赛事的功能呈现出多元化趋势。这引起了城市管理者的热切关注,许多城市不惜重金申办各类体育赛事是最好的佐证。体育赛事作为城市的一类特殊事件,借助它可以有效创建城市特色品牌形象,达到营销城市的目的。分析体育赛事的概念、分类以及对城市的影响作用;阐释城市特色的作用和建设途径以及体育赛事型塑城市特色的作用;提出完善后的城市特色识别系统以及在CIS通用视角下,借体育赛事打造城市特色的5种策略:1)提炼体育赛事主题作为城市营销口号,型塑城市理念特色;2)借体育赛事创造和推介地方文化,型塑城市人文特色;3)建造经典体育比赛场馆、体育主题公园和布置奥运景观型塑城市视觉特色;4)体育赛事及其衍生的活动场景,型塑城市行为特色;5)体育赛事及相关宣传显示出地域特征,型塑城市地缘特色。最后指出运用策略需注意的问题:尊重城市实际,避免盲目性;分清体育赛事的价值和类别,提高针对性,以提高建设、发展城市特色的科学性和实效性。
With the rapid development of modern sports,the function of sports events,especially large-scale and integrated sports events, have shown a trend of diversification. This has led to the city managers＇ enthusiasm of concern. And that many cities thus spare no expense to bid for all types of sporting events is a testament to this. Sports events as a type of special events for cities can help to create a brand image of the city＇s character to market the city. The authors of the article have analyzed the concept and classification of sporting events, as well as the impact on cities ; elaborated the function of city identity and the ways to shape city identity as well as the role of molding city identity by sorts events. Furthermore, an improved city identification system and five strategies to build the city identity through sporting events in the common perspective of CIS are proposed in the study. First,extract the theme of sports events as a marketing slogan of the city to shape urban concept of characteristics; Second, create and promote local culture through sports events to shape the humanistic characteristics of a city; Third, construct classic sports stadiums, sports theme parks and layout Olympic landscape to shape the city＇s visual characteristics; Fourth, shape behavioral characteristics of the city through sports events and activity scenes derived from them; Fifth, display the geographical features of the city through sports events and related publicity to shape geographical characteristics of the city, Finally, relative issues that should be paid attention to in the use of strategies are pointed out. They include：to respect for the practical situation of the city to prevent blindness of attitude; to distinguish the value and categories of sports events to be better oriented, so as to improve the scientific and effective nature in the course of building and developing the city＇s identity.
出处
《首都体育学院学报》
北大核心
2009年第2期158-163,共6页
Journal of Capital University of Physical Education and Sports
