The Integration and Enhancement Strategies of the Asian Winter Games and"Ice City"City Brand Image Construction
City brand is an important symbol of city image and spirit,and it's also an irreplaceable strategic asset for city development.Large scale sports events have important value in enhancing city brand image.As the host city of the 9th Asian Winter Games in 2025,how to seize the opportunity of the Asian Winter Games to further enhance the city brand image of"Ice City"is an important issue for city development.By analyzing the characteristics of the city brand image of"Ice City",it is indicated that ice sculpture and snow sculpture art,ice and snow festival cultural activities,historical and cultural heritage,and local customs are the unique city symbols of"Ice City",and this paper has further summarized the role of large-scale sports events on the construction of the city brand.Based on this,strategies are proposed to promote the integration of culture and tourism through service upgrading and product innovation,empower opening and closing ceremonies with culture and technology,and cultivate city spirit through the Asian Winter Games as an opportunity to enhance the brand image of the"Ice City"city.By doing these measures,it can better promote the inheritance and innovation of ice and snow culture in Harbin City,while striving to hold a wonderful Asian Winter Games,to achieve the revitalization of the ice and snow economy and sustainable development of the city.
Asian Winter Games"Ice City"city imagebrand constructionice and snow culture
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