Sport Event and City Marketing -A Case Study of Liuzhou Sport Event Marketing

Because of the competition between modern cities is more and more intense, sports event,bringing huge economic and social benefits to the host city, has become an important strategic means of city marketing. This paper take the western small city as a case, explore the relationship between sports and city marketing, and further elaborate sport event selection reason, strategy and experience. The research revealed that the main reason for Liuzhou selection of sport event is to set up a new image of economic, social and environmental development; sports event strategy is to take water sports events as the core, with other high level sports events as a complement. The a lesson which we can learn from Liuzhou is to put sport event as a driven force for city transition and rose to strategic level; To achieve a good result, the key lies in the implementation of the long-term sport e-vent strategy; to achieve the intended purpose, city sports event marketing must carry on the careful planning and arrangements for the whole sports process.