Research On The Development Status And Countermeasures Of Xi'an Wall International Marathon

The Xi'an City Wall International Marathon is the world's only marathon competition on the ancient city wall.It takes the Xi'an wall as a carrier,with its long history and cultural precipitation as a form of expression,and brings the global marathon fans a long distance running experience.After 20 years of improvement and development of the organizing committee,the brand value of Xi'an International Marathon has been expanded.It has become an important window to show Xi'an's city image.It is regarded as a bridge linking Xi'an with the world.In this paper,the SWOT analysis framework is constructed by means of document data,expert interview,field investigation,logical analysis and comparative analysis.The development situation,based on the city wall of Xi'an international marathon match operation status,and summarize the existing summary of city wall of Xi'an International Marathon now problems in the development process,draw the following conclusions:1.Xi'an City Marathon is the biggest characteristic of the ancient city wall of Ming Dynasty city wall for the track,not only carries the dream and hard work of the athletes,it is through the ancient heritage of indomitable spirit of sports.From 1993 to 2017,divided into four stages,the initial stage of development(1993-2004),development period(2005-2009),across the development stage(2010-2015),the stable development stage(2016-2017),Xi'an has become a very important festival sports activities,represents the image of Xi'an city.2.Over the past 1993 years,23 city wall international marathons have been launched in Xi'an.More than 60 thousand people have participated in competitions,covering more than 80 countries and regions in the world.There are 3 projects in the 21.0975 kilometre marathon,13.7 kilometers around the city and 5 kilometers of health.Sponsored by the Xi'an Municipal People's government,the Xi'an City Wall Marathon hosted by Xi'an Sports Bureau has been initially marketed and promoted by Beijing Zhong Sports Management.3.There are walls of Xi'an International Marathon problem: the city development and fit the fusion is not enough;event management system is single;lack of competition of brand building,event derivatives development is insufficient;the media propaganda is not enough,the brand is not enough competition;the position is not clear.4.SWOT analysis of Xi'an City Wall Marathon,its internal advantage has run game experience,the first marathon,an important festival sports brand;internal disadvantage event operation mechanism,single event publicity and promotion efforts is not enough;external opportunities formed by the era environment,the masses the basis for the expansion of government functions;external threat audience participants evaluation standard continues to improve,the marathon competition unprecedented.According to the current situation and problems,put forward some suggestions: 1.Continue to use the organizers to do extensive tournament experience,at the same time in the international building with Xi'an characteristics;seize the era of opportunity for the transformation of government functions,deepening of market development;Sports Tourism Culture Week held diversified,promote competition,the players and the audience viewing experience.2.Increase investment,improve the tournament prize money;give full play to the masses foundation of growing market demand,do research,to increase efforts to develop and strengthen competition derivatives;sports media and network,enhance the scope of publicity and publicity,expanding the influence of events.3.Adhere to the Millennium ancient city wall,the marathon run game concept,to create excellent brand,create its own characteristics,as with running as the core content of the festival sports activities;as the festival sports activities,vigorously carry out cultural festival activities,continue to promote national fitness;combination of strengthening city and city,vigorously to promote the Xi'an City Wall Marathon brand influence.4.We should increase publicity and promotion efforts to cope with the high demands of competitors and spectators on sports events,create festivals and sports activities that are perfectly integrated with millennial culture and sports activities,enhance exchanges in the same industry,learn from and learn from other marathon events in other countries.