亚冬会同“冰城”城市品牌形象的建设融合与提升对策  

The Integration and Enhancement Strategies of the Asian Winter Games and “Ice City” City Brand Image Construction

作　　者：王若莲 赵培禹[1] 毕宏丹[2] 董宇[1] WANG Ruolian;ZHAO Peiyu;BI Hongdan;DONG Yu(Physical Education Department of Harbin Engineering University,Harbin 150001,China;Department of Physical Education and Military,Heilongjiang University of Finance and Economics,Harbin 150025,China)

机构地区：[1]哈尔滨工程大学体育部,黑龙江哈尔滨150001 [2]黑龙江财经学院体育军事教学部,黑龙江哈尔滨150025

出　　处：《冰雪运动》2024年第1期13-17,共5页China Winter Sports

基　　金：黑龙江省哲学社会科学研究规划一般项目(22TYB181);黑龙江省文化发展战略研究中心高校智库重点项目(ZKKF202215);哈尔滨工程大学校级教改专项项目(3072023WJG1602)。

摘　　要：城市品牌是城市形象和城市精神的重要标识,更是城市发展不可替代的战略性资产,而大型体育赛事则具有提升城市品牌形象的重要价值。哈尔滨市作为2025年第九届亚冬会的举办地,如何抓住亚冬会机遇,进一步提升“冰城”城市品牌形象,是当前城市发展的重要课题。通过分析“冰城”城市品牌形象的特征,表明冰雕雪雕艺术、冰雪节事文化活动、历史文化底蕴和风土人情等是“冰城”独特的城市符号,并进一步总结大型体育赛事对城市品牌建设的作用。基于此,提出以服务升级和产品创新推进文旅融合、以文化和科技赋能开闭幕式活动、以亚冬会为契机培育城市精神等提升“冰城”城市品牌形象的策略。以期更好地促进哈尔滨市冰雪文化的传承与创新,在力争办出一届精彩亚冬会的同时,实现冰雪经济的振兴和城市的可持续发展。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.

关 键 词：亚冬会 “冰城” 城市形象 品牌建设 冰雪文化 

分 类 号：G811.212[文化科学—体育学] G80-051