A Study On The Brand Construction Of Xiamen(Haicang) International Half Marathon

Under the call of the relevant policy documents of the party and the government,my country’s marathon events have reached explosive growth,but the industry has problems such as weak cultural construction of the marathon event,insufficient brand awareness of the event organizing committee,and insufficient professional organization of the event.Related research in academia directly based on the brand positioning,brand recognition,brand marketing and other theories combined with a single event for qualitative description,which seems to be of little help to the actual marathon,directly apply the brand field theory to special marathon event brands Construction also showed inapplicability.The purpose of this study is to develop a scale of marathon brand building,promote the development of marathon brand building research vectorization,and take Xiamen(Haicang)International Half Marathon brand building as an empirical analysis to prove the brand building volume of this marathon.The table can indeed be used as a tool for marathon brand building.By combing the relevant theories,the scale is prepared from five dimensions,which is marathon brand symbol,marathon brand culture,marathon service,marathon brand influence and marathon brand marketing,and the questionnaire is designed and recovered.The 798 questionnaires recovered were randomly divided into two equal numbers,one for exploratory factor analysis and the other for confirmatory factor analysis.The main conclusions were:Definition and demonstration of related concepts.The concept of marathon branding is still rare.Based on the concept of "marathon branding" and "marathon brand building",this study has been verified by Amos software.The results prove that the concept of marathon branding contains symbolic elements,cultural elements,The five elements of service elements,influence elements and marketing elements are established.The reliability and validity of the scale are good.And the application of the scale in Xiamen(Haicang)International Half Marathon also shows the early reliability and effectiveness.The marathon brand building scale is composed of 5 dimensions and 42 items,which are the marathon brand symbol(7),marathon brand culture(6),marathon service(8),and marathon brand influence(3),Marathon brand marketing(18).the ranking of the importance of Xiamen(Haicang)International Half Marathon brand building(results to retain a decimal)is:Marathon brand culture dimension is the most important,with an average value of 4,7;the second is the service dimension,the average value is 4.5;third For the influence dimension,it is 4.2;the fourth is the symbol dimension,3.9;the fifth is the marketing dimension,with an average value of 3.8.The survey shows the ranking results of the importance of the 42 items in the Xiamen(Haicang)International Half Marathon Brand Building Scale.Crisis handling ability,employee code of conduct,track environment,venue atmosphere,and marathon spirit are very important to the brand building of the event.While the event songs,travel recommendations,and star marketing are less concerned by contestants.Finally,in terms of suggestions,it is proposed that school sports is the foothold of promoting the national fitness awareness to the Chinese people.Marathon events should enter the school and carry out brand building.On the other hand,it gave targeted suggestions on the current status of the Xiamen(Haicang)International Half Marathon brand building.