The Research Of Brand Construction Of Beijing Marathon

With the improvement of the country’s economic level and the people’s living standards in recent years,the popular way of life form transfer from the pursuit of food and clothing to the pursuit of fashion and health.More and more people began to run,more cities began to hold the marathon. With the development of marathon event,the competition among the events are heating up. As the competition of domestic and overseas marathon event becoming intensely,it becomes an challenge between the managers that how to show itself talently and dig the brand value of the event Brand construction becomes the point of the current event development.Based on this background, this paper uses the method of combining theory and practice based on brand building, communication,and the basic theory of marketing, from the brand identity, brand positioning, brand marketing, brand evaluation, maintenance, etc.to analyse Beijing marathon brand construction and summarise the process of brand construction of Beijing marathon, then find the shortcomings,put forward the corresponding suggestion for the events’ better development.The conclusion of the research is as follows:Beijing marathon brand construction is a long-term dynamic development project, and the products and services is the core content of the Beijing marathon brand;the brand positioning of Beijing marathon between the competition and participants are basicly consistent, namely "the world’s top international marathon match with the first-class player service and event organization";Beijing marathon organizers improved the circuit design, course setting, service quality and gradually set up brand awareness and positive brand image that based on the customers through analysing the marathon market and the the participants.at the same time, expand the brand influence to enrich and enhance the brand assets through a series of brand marketing activities; Beijing marathon has become China’s first marathon and one of most valuable comprtition brand top 10 of China, Beijing marathon have a high rates of brand satisfaction and loyalty in the heart of competitors and the sponsorship and media walue is rising.In order to ensure the healthy and sustainable development of the competition, Beijing marathon continues to carry outbrand maintenance. Overall Beijing marathon has become a powerful loved top marathon among domestic runners, sponsors, medias, but there are still some deficiencies, the suggestions are as follows: firstly, enhance core products and services that meet the demand of the high quality of the players and provide scientific guidance and cultural infiltration for players; Secondly, innovate the connotation of the event constantly to meet the diversified demand of players and make contingency plans in view of the risk to maintain image and value of the event; Thirdly, seting up special brand department to penetrate brand value to the organization members, volunteers, participants and provide lasting power for the strategic development of the event.