Image Promotion Of Shanghai Internationsi Marathon Based On The Public Relation Theory

Event image is an intangible asset for events’ existence and development. Eventculture transmission, promotion and development depend heavily on event image,which is of great significance both for displaying overall strength and for promotingthe host city’s reputation and influence. At present, marathon sport has becomecommon practice worldwide. Shanghai International Marathon (here after SIM),dating back to1996, is capable of shaping its unique event competitiveness on thecondition that its favorable event image is well established.Applying research methods including documentation, expert interview, fieldmethod and logical analysis, based on public relation theories, this paper analyzes theconstruction and establishment of SIM, and further presents event image establishingstrategies of some practicality. On the basis of comparison of marathons held inBeijing, Xiamen and foreign countries, from perspectives like idea, behavior andvision, this study proposes to establish an event image recognition system which cancomprehensively display event images. This is done for the intention to build eventimage and facilitate event promotion and communication.Taking a close examination on image building status quo of SIM, it is found thatSIM, in spite of its good objective conditions for preparation and repeated innovationin designing the route, has not reached the ideal effect in event image establishmentand promotion. In terms of mastery of competition idea, the organizers claimed tohave drawn on the successful experience of the world famous marathons, but theeffort remained superficial rather than idea being really blended into the event. Oncontrolling on the behavior of the subject and object, because of the mixed subjectbehavior and the diverse object constitution, event establishment has to face bothproblems and potentials. In the field of media communication and product marketdevelopment, the organizers intending to get event image dissemination and thesecondary shape need to turn to the power of the media, and focus on cultivating themarket, in order to expand the degree of visibility and brand. In the process, theorganizers must realize the powerful media fusion effect.To break the mentioned restrictions to the event image establishing, and tofurther establish the event image of SIM, with the aid of CIS Theory in publicrelations study, this paper suggests the construction of SIM event image recognitionsystem strategy from such dimensions as event idea, behavior and vision. On theevent idea level, recognize and rationally utilize the existing public relation, tosupport the event with ideals of perfection, humanization and localization; on thebehavior level, the Event Committee need to deepen institution administrationreforming, to organize specialized activities; and, on the vision level, they need totake advantage of multiple media and multi-pronged communication strategy, toestablish SIM event image systematically from dimensions of idea, behavior andvision.