The Media Spreading Strategy Of Yangzhou 's "Jianzhen International Half Marathon" Brand

China Yangzhou Jianzhen International Half Marathon is a brand which is carried relatively late. From early2006to2008, separately re-created and re-positioned, then it became "Silver Standard" contest of the IAAF in2010and became the first one to receive Half Marathon "gold standard" of the IAAF tournament in2012, which had increasingly social and international influence, and become the new image card of the city of Yangzhou. McLuhan said,"Medias shape and control the scale and form of human association and action." It is inseparable from communication of the media that building Jianzhen International Half Marathon brand. The marriage between media communication and major sports events achieved image of the brand of Jianzhen International Half Marathon.This paper, through methodology of literature review, case study, field survey, comparison and other research methods explores media communication strategies of International Half Marathon brand of Jianzhen of Yangzhou. The paper is divided into five parts:The first chapter is the introduction that mainly studies the reason of choosing this topic and the meaning of studying.The second chapter is explanation to the key concept. This paper defines some concepts, such as the brand, the brand event, the brand orientation, the brand identification, the brand renewed and renewing the media to lay the theroretical foundation of the later studying.The third chapter studies Yangzhou Marathon and media communication. On the basis of case and development of general description, This paper describes development of Yangzhou Marathon and interprets the relationship between Yangzhou Marathon and media communication.The fourth chapter studies current station and deficiency of the mdeia communication of this match. From some aspects, such as the brand match orientation, the brand match discrimination, the brand match culture, the brand match activity report of Yangzhou Marathon and so on, this paper studies the effect of media communication on Yangzhou Marathon. At the same time, it also analyses the communication defeciency.The fifth chapter studies the strategy of media of Yangzhou Marathon. For the current situation and deficiency of media communication on Yangzhou Marathon, from three periods that are before the game, during the game and after the game, the paper studies the strategies of the media communication of structuring Yangzhou Marathon brand.Otherwise, in the chapter of" The conclusion", the paper conlude the whole content of this article and rethink the studying deficiency.