The Study Of Brand Strategy Of Beijing Internation Marathon

For those normal people, who like sport or doesn't like, such games like the Olympic Games, the World Cup, NBA, and the Premier League etc are not strange for them, more familiar. As the a part of social life, not only the sport has been merged into our life more closer, but also the brand image that caused by these games is rooted in people's mind deeply. Nowadays, more and more sport organizations or corporations have realized the value of brand. In such complex situation, the games that people could choose to watch have had more and more, so it is a big challenge for those organizers to make their sport games win during the brands competition, and gain more values for the organizations. Based on the whole level of sport brands, this article is attempting to analyze and generalize the brand strategy of the Beijing International Marathon from overall to the point, hoping to contribute to the construction of the brand strategy of Beijing International Marathon.The paper was constructed by theory studying and case studying, it includes two parts. The first part contains the general description of the definition of brand, the strategy of brand. The second part is the discussing of the brand strategy of Beijing International Marathon. SWOT is used to analyze the environment of Beijing International Marathon, and then try to discuss the advantages and disadvantages of brand strategy. The major findings are:1. Beijing International Marathon has some advantages to set up brand strategy, including government's attention, support from the community, flourishing development of marathon games all over the world, the demands of sport industrialization, and the building of sport games system, etc.2. There are some negative factors influence the brand strategy of Beijing International Marathon, including the limitation of operating system, the employee are not qualified enough, the management chaos, and the management mode is old, etc. 3. The disadvantages of the brand strategy obviously effect the reputation of Beijing International Marathon, that needs considered carefully, and solve them as quickly as possible.4. Brand position strategy, brand extension strategy and brand promotion strategy are the best choices for Beijing International Marathon at present.