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本文在研究资源枯竭型城市转型发展中的城市营销战略的前提下,将日益彰显自身魅力的体育营销引入资源枯竭型城市转型发展战略之中。通过分析城市体育营销的内涵,探究资源枯竭型城市体育营销战略的理论基础和现实基础,论证资源枯竭型城市体育营销战略的可行性,研究表明:资源枯竭型城市实施体育营销战略是完全可行的,可以推动城市转型、重塑城市形象、促进城市再生、提升城市影响力、发展城市体育产业、催生城市体育精神,对资源枯竭型城市保持可持续发展产生积极的推进作用。
In this paper, under the premise of studying urban marketing strategies in the transformation and development of resource-exhausted cities, sports marketing, which shows its charm increasingly, is introduced into the resource-exhausted urban transformation and development strategy. By analyzing the connotation of urban sports marketing and exploring the theoretical and practical basis of sports marketing strategy of resource-exhausted cities and demonstrating the feasibility of sports marketing strategy in resource-exhausted cities, the results show that it is feasible to implement sports marketing strategy in resource-exhausted cities , Can promote the transformation of the city, reshape the image of the city, promote the regeneration of the city, enhance the city’s influence, develop the city’s sports industry, spawn the spirit of urban sports, and actively promote the sustainable development of resource-exhausted cities.