Current Situation Of Commercial Operation Of XiaMen Interational Marathon And Its Countermeasures

By using the method of documentary,comparison and logical analysis, this paper analyzes the current situation of commercial operation of Xiamen International Marathon,and draw lessons from some successful experience of domestic and international marathon commercial operation, point out the shortage in international commercial operation of the Xiamen international marathon and puts forward the countermeasures for reforming and developing,The Current Situation of commercial operation of The Xiamen International Marathon are as follow:Fristly,The Xiamen international Marathon through the commercial operation for five years,with hat power with give to a power development is lord,basic come to a "the government initiate, market operation,don't spend the government penny money" of commercial operation target.Secondly,The Xiamen international Marathon own resources value and the market develop value of still have a very big margin,the market development still has very big space.Thirdly,The Xiamen international Marathon walks to contest athletics to do exercise to keep fit with the public in the development of product,the recreational athletics connect to match of route,be alongside of to match them to develop a resources to carry on a consociation development.The shortage in the Xiamen international Marathon commercial operation are as follows:First,The Xiamen international Marathon commercial operation lack to program over a long period of time,and lack homologous guarantee measure to the sponsor company' s rights,repay...etc.in the operation.Second,the publicity strength carry out the target discrepancy of "nations well-known,domestic top-grade" with it very far. Third,can not develop the geography advantage of Xiamen,lack market development and programming toward the "natural affection" Marathon. Fourth,can not develop Xiamen is home town of overseas Chinese advantange, do not carry on a development towards donating a resources.According to present condition and shortage originally studied,the countermeasures of the Xiamen international Marathon commercial operation are as follows:First,carry on reform to the match system, establish in keeping with oneself the contest item of game characteristics.Second,carry on a marriage with the Marathon game of local and other cities,carry on whole programming and reorganization of resources,unify a development and operation of carry on the Marathon market.Third,introduce from foreign talient of the operation,study, draw lessons from the principle that the forerunner' s game operate,carry on the overall development of market.Fourth,the advantage of well exertive geography position in Xiamen and home town of overseas,carry on the development of market resources.