Value Chain Analysis Of Yangzhou Jianzhen International Half Marathon

With the No.46 document released and a large number of domestic capital inflowing into the field of sports,all kinds of sports events have become more and more popular.The city-marathon event is currently the fastest growing sporting event with largest number of participants.In the background of the increasing number of events organized and the increasing investment made by various enterprises in the marathon market,the domestic marathon events are getting fiercer and the value of the marathon events is getting more and more attention.Via the methods of expert interview,literature review comparative analysis and other methods,this paper uses value engineering and value chain theory,taking Yangzhou Jianzhen International Half Marathon as the example,analyzing the features of this event as well as its business processes combined with the internal and external environment,and illustrates its advantages and disadvantages.This paper explores customers' needs for events from the points of Yangzhou City government,event sponsors,marathon participants and other stakeholders.Besides this paper studies on the values from the event broadcast,product and its related customer groups as well as whose interrelationships.What is more,this paper also explores the points of the events whose value can be enhanced and studies on the links generating values on the value chain and explores the proper strategies for the value enhancement.The conclusions are as follows:First,activities like media activities,organizing activities and customer activities of Yangzhou Jianzhen international half-marathon are interactive created by Yangzhou city,company,player,media and sponsors together,all these constitute value chain of Yangzhou Jianzhen international half-marathon.Second,the event media campaign is the spread of television,print media and new media.To build the content of the event by professional team,use the pre-internet preheating,network and mobile media broadcast mode to form the broadcasting value of the event.Thirdly,the product features of the competition organization are: the competition level is high,the number of participants is large,the participants are more than the other provinces and cities,and the non-core runners occupy a larger proportion.The competition atmosphere is enthusiastic,interactive and high level of participation,and outstanding voluntary guarantee.Fourth: the event customer activity is to take the government to sponsor,the enterprise expenditure,the market operation way.Through the coordination of Yangzhou city government,the operating company,competitors,the sponsors of the media and the relationship between,on the basis of meet the demand of various depth development mining products,and relying on the products and services to attract customers.Fifth,there are many problems in the development of the competition: the competition product is homogenized,the attention of the competition and the promotion of commercial sponsorship are difficult.The length of the race track is limited to the number of participants.It is difficult to attract high-level athletes.Yangzhou city has a low level of economic development,weak transport facilities and inadequate infrastructure construction.It is difficult to meet the needs of foreign runners for accommodation and travel.In the continuous development of the domestic market of marathon big background,the industry capital pouring into,Yangzhou jianzhen international half-marathon need to value innovation in the event the key link of value chain,to reduce the increasing of marathon products,all kinds of demand caused by dwindling competition value to reduce the risk of;To fully explore the value improvement point of the game,effectively use its own advantages to enhance the competitiveness of the competition.