Nanjing Road Running Race Brand Cultivation Path

With the booming development of sports events,The State Council proposed in document 46 to build a number of attractive international and regional brand events.As one of the easiest sports to get started,road running has gained popularity in recent years.At present,many road running events such as Nanjing Marathon and Xian Lin Marathon are held in Nanjing,but there is still a big gap between Nanjing and famous international road running brands.Therefore,paper takes Nanjing Road running event brand cultivation as the research object,adopts the method of literature,expert interview,Delphi method,analytic hierarchy process,mathematical statistics and case study,and uses the brand cultivation process,integrated marketing theory and sports event operation theory to build the brand cultivation system of Nanjing Road running event.According to the index and weight,the brand cultivation path of Nanjing Road running events is proposed,and the most representative road running event in Nanjing--Nanjing Marathon is selected for comparative analysis,to sum up the experience and deficiencies of brand cultivation of Nanjing Marathon and combine theory with practice.The following conclusions are drawn from the research:(1)Through research,the brand cultivation system of road running events is finally concluded,which consists of 4 first-level indicators,16 second-level indicators and 56 third-level indicators.(2)From the perspective of the brand cultivation system of road running events constructed in this paper,road running events are different from other sports events,brand maintenance and management > brand positioning > brand recognition > brand promotion,so the focus of road running events brand cultivation should be on brand maintenance and management,but the importance of the other three cannot be ignored.(3)According to the weight analysis of specific indicators,the brand cultivation path of Nanjing Road racing events is concluded: reinforcing Nanjing culture and enhancing brand recognition;Accurate positioning of the event to create core competitiveness;Multiple promotion events to expand brand awareness;Strengthen the level of competition and enhance brand loyalty.(4)Nanjing Marathon is a road race built by Jiangsu Province and Nanjing.It has accumulated rich experience in running the race in the process of brand cultivation.Through clear brand identification elements,precise positioning of the race brand,diversified promotion of the race brand,and all-round improvement of the race level,it has developed into a gold medal event of the Chinese Athletics Federation and a silver medal event of the International Athletics Federation.It has provided rich theory and experience for other road racing events in Nanjing.However,there are still some shortcomings,worth reflecting on,such as the brand identity system needs to be improved,the market development process is slow,brand promotion efforts are insufficient.