The Research Of Brand Construction Of Chengdu Marathon

Marathon is a hot topic in recent years,which has attracted a lot of attention.A city marathon can arouse the enthusiasm of the whole city.Marathon is also the only one of many sports that takes the city road as the venue.Marathon,with its unique characteristics of events and public participation,has played a huge role in promoting national fitness,tourism economy,urban culture and other aspects.With the blowout development of Marathon events in recent years,the competition among events is becoming more and more intense.In order to attract consumers' attention in the fierce competition of competition products,we must improve the level of competition,establish a unique competition brand,and change people's love for sports events into support for brand competition.At present,there are more than 600 marathon events held in China every year,among which only a few can carry out all-round brand building,and the number of Marathon events with unique brand is even fewer.How to build a successful marathon event brand has become a major problem for event operators.Based on the basic viewpoints of brand strategic planning,general system theory and sports event management theory,this paper uses the method of literature and logic analysis to summarize and summarize the rules of event brand construction,and takes the Chengdu marathon as the research object,focusing on the analysis of the current Chengdu marathon brand from the aspects of brand positioning and planning,brand identity and image,brand public relations and sponsorship,brand communication and evaluation Specific conditions of construction and development.At the same time,through expert interviews to understand the operation mode and communication effect of Chengdu marathon.Finally,by participating in the investigation,I personally participated in the preparation of Chengdu marathon,obtained first-hand materials,and made suggestions for the future development of Chengdu marathon brand construction.The main conclusions of this paper are as follows: There is a gap between the current situation and development goal of the Chengdu Marathon,and the Chengdu marathon organizing committee has concluded the experience of the first two races,great progress has been made in the macro-control,traffic control and security of the events,and the Good word-of-mouth gained is of great benefit to the shaping of the brands of the events;the Chengdu Marathonbrand has a complete range of sponsored commodities and a stable sponsorship system,the Chengdu Marathon brand communication basically reached the full coverage of the crowd,made a good brand instant exposure,but the lack of brand-building activities.This article puts forward the following suggestions for the Chengdu Marathon: to establish a grand slam standard positioning,accumulate a good reputation;to improve the scale and level of competition;to invite celebrities from all walks of life to participate in the race and select spokespersons for the brand;Shape the cultural connotation of the brand,help the long-term development of the brand,expand the international perspective,for a Grand Slam to lay the foundation.