Chengdu Marathon Reality, Existing Problems And Brand Building Strategy Research

In recent years,many cities have been actively bidding for and developing different types of large-scale sports events in order to achieve the purpose of improving the comprehensive level of the city.Marathon competitions have been popular because of their wide participation,small venue restrictions,and large age span Extensive recognition and support.The current marathon has become one of the fastest growing and most popular sports among major cities.Chengdu has entered a critical period of building a "three cities and three capitals" city brand.The city's master plan has brought new opportunities for the development of marathon events.This article sorts out the development status of the Chengdu Marathon,finds out the problems in the development of the event,and puts forward suggestions for the brand building of the Chengdu Marathon,and promotes the development of the theory of the marathon.This article draws the following conclusions:(1)The Chengdu Marathon is currently in good development.After three years of successful hosting,the event has attracted the attention of all parties,and has successfully cultivated a large number of loyal groups,and the event brand has basically been established.In terms of brand positioning,brand positioning is the core of the Chengdu Marathon event brand building,which is divided into event positioning and audience positioning.In terms of brand identification,the theme of the event shows the core concept of urban development,refining the unique charm of the city,the logo of the event,the uniform and medals,etc.,all fully show the elements of Chengdu and the characteristics of the event.In terms of event brand value,the Chengdu Marathon already has a high event value in China,and its economic value,cultural value,value to the public,and communication value are constantly improving.In terms of event brand marketing and communication,sponsors and the media have played an important role,through various special activities and online media to promote,the city's characteristics are displayed vividly and exquisitely.In terms of brand maintenance,certain innovations have been made,including technological innovation,green environmental protection,tourism and public welfare benefits.At the same time,there are some potential crises in the event,and the organizers should pay attention to them.(2)In the process of building the Chengdu Marathon event brand,there are still event service levels to be improved,market development efforts are not sufficient,events lack characteristics,citizen participation is not high,event operations need to be improved,event economic benefits need to be improved,charity range and impactThe problem is that the force is relatively small,so the road to the brand building of the Chengdu Marathon is still very long.(3)The strategy of the Chengdu Marathon event brand building mainly includes: the event organizer handles the event brand crisis in a timely manner and improves the service level of the event;builds the event to a high standard and deeply explores the characteristics of the event;improves the participation of citizens and promotes the development of national fitness;Improve the operating level of events and enhance profitability;increase the impact of public welfare and achieve a win-win situation for charity and events.