Research On Brand Promotion Of IRONMAN China

Triathlon is a great endurance challenge to participants' stamina and perseverance,which has rapidly swept the globe since its birth in the 1970 s.IRONMAN is the most important and prestigious event of triathlon.Settled in 2016,IRONMAN China is booming now.So how IRONMAN China exploit a new markets relying on strong brand resources,establish a good brand image,attract enthusiasts and increase their loyalty become new proposition.This article mainly discusses the following aspects: The first part describes the history of triathlon and IRONMAN.The second part mainly carries on the SWOT analysis to IRONMAN China race promotion present situation.The third part mainly elaborates the process of promoting brand of IRONMAN China.And according to SWOT analysis,choose IRONMAN China brand promotion strategy in forth part.The main findings are as follows:1.Major steps in brand building and promotion of sports events are: market segmentation-establishing brand awareness and recognition-promoting brand reputation-enhancing consumer brand loyalty and brand maintenance and management.Therefore IRONMAN China brand promotion steps to promote brand elements-the implementation of brand marketing strategy-brand extension and brand maintenance and management.2.The research on IRONMAN Chinese contestants shows that the IRONMAN China competition is concentrated in the middle-high income group of 30-45-years-old,but the proportion of female contestants is only 15.6%,which is far lower than that of the triathlon developed areas of 41.3%.Therefore,this article describes the typical image of IRONMAN China as a 38-year-old man,master's degree,monthly income of about 15,000 yuan,engaged in the management of high-level men.In addition to the participants,the relevant subjects of sporting events include event organizers,business partners and local governments.IRONMAN China team to target different characteristics of the relevant subjects,brand marketing activities.3.IRONMAN China currently has some problems in branding,such as the brand recognition needs to be improved,the time it takes to start a race,the lack of planning and theoretical guidance for branding activities,and the less developed licensed products.Therefore,IRONMAN should focus its efforts on changing disadvantages and using opportunities.In this regard,the author puts forward some countermeasures such as improving the quality of the competition,raising the professional level of the operation team,raising its promotional function of the brand plan,establishing the brand protection and risk control system,perfecting the franchised commodity system and extending the product line of sports events.