大型体育赛事对河北省城市形象影响研究*

当前,随着我国市场化和国际化逐步提升,国内城市品牌营销也可以说进入到一个全新的阶段“3.0时代”,“政策+事件驱动”成为了这个阶段最为显著的特点。其中,京津冀一体化协同发展便是这个阶段较为典型的代表,一方面京津冀一体化协同发展是国家基于当前国情所提出能适应未来社会发展的一种战略形态,另一方面北京张家口联合成功申办2022年冬季奥林匹克运动会,又为京津冀一体化协同发展战略的成功实施,增添了强大的事件驱动力。因此,以京津冀协同发展为背景,运用文献资料、调查和逻辑分析等方法,从举办大型体育赛事促进城市形象提升的角度出发,对河北省城市形象的提升策略展开研究,以求为双重契机背景下的河北省城市未来发展提供一些有价值的参考。

Strategic Study on the Influence of Large-scale Sport Competitions on the Urban Images in Hebei Province

At present, with the gradual improvement of China''s marketization and internationalization, domestic city brand marketing can also be said to enter a new stage of "3.0 era". "Driven by policy + event" has become the most significant feature of this stage. Among them, the coordinated development of Beijing-Tianjin-Hebei is a typical representative at this stage. On one hand, the coordinated development of Beijing-Tianjin-Hebei is a strategic form that China adapts to future social development based on the current national conditions. On the other hand, the joint host of the 2022 Winter Olympic Games of Zhangjiakou and Beijing has been adding a strong event-driven force to the successful implementation of the strategy of the coordinated development of Beijing-Tianjin-Hebei. Therefore, based on the coordinated development of Beijing-Tianjin-Hebei, this paper uses the methods of literature review, survey and logic analysis to study the promotion strategy of urban images of Hebei Province from the perspective of holding large-scale sports events to promote the urban images. It might be some valuable references for the future development of Hebei Province under the background of dual opportunities.