通过对城市品牌发展历史、内涵、特征的研究,结合我国城市发展的实际,从营销学的角度,探讨经济全球化视野下北京2008奥运会的城市品牌效应,旨在帮助解决城市利用赛事推广和营销城市过程中面临的问题与挑战,为城市管理者更好地选择和利用赛事提升城市品牌提供决策参考。 Through the study of the history, connotation and characteristics of urban brand development, combined with the actuality of urban development in our country, from the perspective of marketing, this paper explores the urban brand effect of Beijing 2008 Olympic Games from the perspective of economic globalization. The aim is to help solve the problem of urban use of event promotion and marketing Urban problems and challenges in the process of urban management for the better choice and use of events to enhance the city brand decision-making reference.