A Study On Brand Construction Of Domestic Leisure Road Running Event

October 20,2014, the State Council issued the Opinions on accelerating the development of sports industry to promote sports consumption, making effort to create social atmosphere of valued sports, supporting sports and participation in sport. Leisure Sport as a force point of sports industry booming, jogging become the first choice of the people involved in fitness. To stand out in a number of events to obtain the favor of running groups, bound to shape events brand, and integrated marketing communication for leisure road running event brand building events provide a new way of thinking.This paper take the important domestic leisure road running event for study, based on the basic theoretical research at home and abroad to investigate about how this special sport event brand building in integrated marketing communications thinking guidance. First, this paper fully analyze the various factors in leisure running event, and thus the concept of the sports industry to develop new situation of sports events and sports brands were defined. The status of the domestic leisure running event with a brief analysis of events, and then focuses on leisure running event at different points in competition organization, content presentation and dissemination methods and traditional sports events and leisure running event to clarify the current events in the presence of brand building. Then this paper, the concept of integrated marketing communication for the entire process of brand building casual running events were analyzed and summarized, brand building events to provide a complete set of guidelines and operational thinking. And drawn under the integrated marketing communication theory leisure running event brand building roadmap.After analysis and discussion, three conclusions are made:one of which is leisure running event with the traditional sports events differ; second is athletes and potential participants as the core of building brand; the third is that SPP is good way to the communication of leisure running event. This paper provides the two proposals based on above discussion, first is IMC as an independent organization; second,the dealing of brand crisis of leisure running event needs the guidance of integrated marketing communication thinking.