| As the first atheletics event under marketing operation in China, Beijing InternationalMarathon has the highest maketing coverage.Before 1997,the event only allows professional athletes to participates with the number under 100.The committee attracts world class athletes by seting prize.From 1998,BIM began to allow amateurs to join,the scale has beed brodening with the aheletes over 30000.Now BIM is one of the 10 biggest marathon in the world,it is called the youngest Marathon as a respond to the oldest the Boston Marathon.With the practical of BIM and the marketing theory,we discuss specificly the situation of the marketing development of BIM for some positive advice.The resarch results are the followings:1 After 20 years of BIM strategically marketing of BIM by CAA,the idea of event operation has been a mature one.With the increasing athletes,and broadening event scale,the participation of world famous brand,BIM has became a international brand which attracts great benefit, it makes marathon more popular and easier to promote domestically.2 With the event organization,the organizer develop the event on product which focus on market.It makes marathon no more boring.3 By inviting bidding,BIM totally use the market channel to operate which focus on economy benefits,with the cooperation with Octagon which as his agent.4 According to the analysis of BIM,we know that the increasing participation number and the extending scale of the event,the supporting society scale will be enlarging.5 With the increasing athletes,and broadening event scale,the participation of world famous brand,BIM has became a international brand which attracts great benefit,it makes marathon more popular and easier to promote domestically.6 According the analysis of BIM,there are issues during the process of event organizing,such as the not-good event result,routine plan, event service,event safety etc,.The issues are the dangerous to the event.The organizer makes reference solution to them...
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