Research On Media Identity In Chen Penbin Antarctic Ice Marathon Media Event

Athletes start commercialization process via signing sports agencies What is the role and function of media to play during the value growing process of a sport player to be accpted by the enterprises in market? How to mediate the relation among the media, the sport agency and the market will be a core of the marketing on a sport player to be recognized by the society. In order to improve the commercial value of the sport player and attract more commercial endorsements and sponsorship, the agency tends to adopt media marketing strategy, which can bring much opportunities for him to achieve social recognizition widely ranged from sponsors, mass media, audienceies and sport agencies. So the stragety used by sport agency and the media to promote a palyer can be reflected in the texts of the media reports on the event. The paper takes Chen pen-bin as an example to explore the relations among media marketing strategy, the sport agency and the market. By using Chen Penbin competing in Antarctica 100 km marathon on November 20, the agency produced a media event. Under the traditional media and new media communication channels, Chen Penbin gained the media recognition of social value and acceptance of audience. At the same time the resonance effect of vector-borne was stimulated. The brand obtained fine economic and social benefit. Through the media marketing strategy, Chen Penbin’s commercial value increased, and it produced a huge brand appeal for "challenge 100" event.This essay argues that media events should adapted by media identity, so that it gets the commercial and social goal. Audiences accept media events and promote media resonance. At the same time, the use of media event on sports figures in media marketing must be adapted to media identity conditions to achieve the expected economic benefits.