Research On Brand Event Construction Of Lanzhou International Marathon

Marathon has the characteristics of low operating cost,easy registration and participation,and is deeply loved by the public,which arouses strong interest and attention and improves the enthusiasm of the masses to participate.With the enthusiasm of the public for marathon events,local marathons have come into being.Among them,Lanzhou Marathon has exerted great influence,successfully propagated Lanzhou city culture,and promoted Lanzhou economic development and exchanges.In order to deeply study the construction of Lanzhou International Marathon,this paper investigates the international events,brand positioning,marketing activities and event maintenance of Lanzhou over the years by means of literature,expert interview,field investigation and research,questionnaire and mathematical statistics.In order to study the successful experience of marathon held in lanzhou,enhance service level,promote the economic development of lanzhou,can meet the needs of the spirit of the people's physical exercise in lanzhou,marathon held for ever put forward how to position,how to propaganda and organization of the advantages and disadvantages are analyzed,problems such as found in lanzhou marathon event evaluation is good,its evaluation results reflected in: 1.Brand influence of Lanzhou Marathon;2.Satisfaction degree of participants;3.The value of the city's economy,publicity and communication.Therefore,the excellent experience of Lanzhou Marathon is concluded as follows: 1.The events are rich and diverse,and the positioning is targeted;2.Innovative operation mode and focus on quality improvement;3.Promote industrial linkage and attach importance to economic development.In the survey,it was also found that Lanzhou International Marathon has corresponding problems in the event maintenance: the innovation consciousness is not rich enough,and it does not fully meet the brand positioning of "national,popular,humanized and top-level service level event activity organization".In terms of evaluating the effect of marathon,through feedback of participants' satisfaction,it is found that there are still some deficiencies in the holding of Lanzhou International Marathon,which are mainly reflected in the following points:1.The holding mode of marathon is old and monotonous,lacking of regional characteristics,and the quality level of each session is uneven;2.Lack of crisis response capacity and insufficient timely response to the epidemic crisis in 2021,affecting the normal holding of the Marathon;3.The lack of innovation consciousness and innovative ideas can not keep pace with the development of the sports industry,which leads to the difficulty in steadily improving the quality level of marathon activities.In face of the disadvantages mentioned above,suggestions are put forward as follows: 1.Improve quality and focus on characteristics;2.Formulate crisis plans to ensure stable development;3.Keep up with The Times and focus on innovation.