The Social Media Communication Planning Of 2021 Hangzhou Marathon

The first Hangzhou Marathon was held in 1987.After 34 years,Hangzhou Marathon has become the "Double Gold+" event certified by the International Association of Athletics Federations(IAAF),the Chinese Athletic Association(CAA)and the Association of International Marathons and Distance Races(AIMS).In the upsurge of national fitness,Hangzhou Marathon tries to develop marathon into a mass sport and promotes running fitness culture,which has developed many events as Full Marathon,Half Marathon,Mini-Marathon,Couples Run,Family Run.Its event communication strategy has changed from a single channel of event information to a multi-channel of brand communication.Since 2010,Hangzhou Marathon has opened multiple social media accounts on Weibo,WeChat and Douyin.For Hangzhou Marathon which has a short transmission period,how to use social media to spread the event brand and build long-term relationships with users has become an important issue.This paper combed the Hangzhou Marathon development course and social media communication strategies in different periods.Second,analyze the communication background,target users and SWOT.For the short spread period of the event,homogenization,difficulties of become hot spot and other specific problems,this paper designs feasible solutions and the social media communication program of Hangzhou Marathon throughout the year.Finally,this paper summarizes the social media communication strategies of marathon brands.Solution build user-centric,hangzhou marathon social media transmission matrix.Through integrated marketing means such as content,activity,relationship and industrial cooperation,the plan aims to expand the communication power and influence of social media of Hangzhou Marathon,increase user stickness,and improve people’s awareness,discussion and participation of Hangzhou Marathon and marathon culture.