Research On The Construction Of The Guilin International Marathon Brand Competition

In recent years,the marathon competition in China has developed into a blowout trend.In 2011,only 22 games were held in the country.In 2015,it began to increase to 134,2016 328.In 2017,a total of 1102 large-scale events were held(over 800 road races and more than 300 people in cross-country races),and the scale of events increased 50 times for 7years.Among them,there are 223 categories of A-class competitions approved by the China Athletic Association,and 33 B events.The number of participants reached 4 million 980 thousand,involving 234 cities(covering 70.06% of the country's prefecture level cities).From the type of competition,the city road runs 58.71%,the whole marathon is 173,the half marathon is 243,the health runs 123,and the cross-country run has reached 312.It can be seen that the marathon race is the most popular and influential mass sport event among the masses.Guilin is a famous tourist city in the world,the first national historical and cultural city in China,and an excellent tourist city in China.The landscape in its territory is famous all over the world.It has enjoyed the reputation of "Guilin Scenery being the world" for thousands of years.This paper mainly relies on the Guilin international tourist attractions,and takes the construction of Guilin International Marathon as the brand event as the research object.Through the literature,SWOT analysis and expert interview,this paper analyzes the advantages,disadvantages,opportunities and challenges of Guilin International Marathon events,and draws the following conclusions:(1)the Guilin marathon events were relatively short,the two half marathons were heldin 2011 and 2012,and the Guilin international marathon was hosted by the China Track and Field Association,the the Guangxi Zhuang Autonomous Region Sports Bureau and the Guilin Municipal People's Government in 2016.It was also the first city in Guangxi to carry out the whole marathon race.The host was successful.In 2016,China Track and Field Association awarded the "bronze medal event" award,and also won the "2016 Chinese marathon natural ecological feature Award".In 2017,the "silver medal event" award has laid a foundation for the creation of brand events.(2)the advantages of the Guilin International Marathon brand competition:rich tourism resources,government support,rapid economic development,convenient transportation and professional and efficient team and operation team.It has formed a benign development mode led by the government,social participation and market operation.(3)Inferiority:not enough publicity,the pressure of the homogeneity competition,the athletes' sports level is not high,the competition organization service,cultural construction and so on need to be improved,the marathon profit model is single,the market degree needs to be promoted.