Research On The Marketing Of Cities Linkage Mass Sports Events

Mass sports event refers to those activities or special events by certain organization, with the theme of sports, centered by individual human body movement, characterized by participation and not-aim for the trophy, with loose constraints of rules, and which can meet different demand of the diversity of participants. Cities linkage mass sports event is a kind of mass sports event, which is conducted in several cities, with contact and interaction between the each other. With the social development and expanding economy, the relationship between sports and economy increasingly close. In the process of enhancing the sporting power to sport power in China, mass sports events marketing is not only the demand of mass sports and its sustainable development, but also the need of social and economic development.Based on literature, interview, comparative analysis and logic analysis, summarizing the present situation and problems of mass sports events and its marketing, through the analysis of its current market environment, combining with the analysis of the cities linkage mass sports events' resources and characteristics and their interaction with marketing, then by the comprehensive analysis of the typical representative case-"Amway Nutrilite Health Run", getting its successful experience and insufficiency, finally drawing the following conclusions:First, the difference between the mass sports event and competitive sports events exists in their essential attribute and their essential features decided by essential attribute. Their substantial distinction lies in their different purpose, namely, whether to trophy for the purpose, and also namely, through the way of a sport for trophies and participation in manner by the different experience.Second, at present, the general situation of mass sports is favorable in China, mass sports events are vigorous, more and more cities linkage mass sports events growing in number, marketing is increasingly emerged in the initial stage. However there are still several disadvantages embodied in the mass sports events marketing: The lack of the importance of events marketing and resource cognition, Lack foresight of sports marketing and limited marketing abilities among some enterprises, Lack of professionals in mass sports events marketing, Imperfect marketing regulation system of mass sports events, etc.Third, from the environment of politics, economy, sports development and enterprises'market demand in China, the mass sports events marketing condition is mature. The mass sports events marketing in China, especially the cities linkage mass sports events marketing is feasible, and inevitable.Forth, cities linkage mass sports events, exists all the features of mass sports events, also has the special characteristics beyond these common features. These characteristics have tight connections with marketing. Only by making use of these characteristics reasonably, from the aspect like event designing and enterprise demand catching, then the mass sports events strengthen the relationship with its marketing."Amway Nutrilite Health Run", as a typical cities mass sports event, its marketing is successful. It further explains marketing for the mass sports events in China, especially in cities linkage mass sports events is feasible.The successful marketing of "Amway Nutrilite Health Run" is based on:the pragmatic marketing method oriented by demand under the "win-win" concept. The efficiency management mode by the collaborative of government and promoting dominant, named sponsors. The overall planning and elaborate for events under the principle of reasonable allocation of resources. The systematic, brand, professional management under the guidance of professional team. The full resource allocation and difference sponsor level, which can meet different demand of sponsors, with the continuation of the construction of the continuous sponsors'communication platform in the space and time. This successful experience in the marketing of "Amway Nutrilite Health Run" has positive significance to the marketing of mass sports events, especially cities linkage mass sports events, at the same time, the deficiencies in the marketing take a warming role for the same type events.