Brand Building And Promotion In Xi’an City Wall International Marathon

Core sports brand building and promotion is to present and potential consumers with high quality products, the event as a special commodity operate in promoting fitness today,marathon as binding in all respects other venues and events the smallest events, there is significance of their research.China’s sports industry has entered a stage of the market, the concept of the government and the people thought the concept of health in a shift in sports events enhance the brand awareness, to promote the rapid development of the sports industry.with the growing competition between cities, china has become a big festival country, 2008 beijing Olympic Games, 2009 National Games in Qingdao, Shandong, 2010 Guangzhou Asian Games,2013 East Asian Games and other events, bring economic benefits for the host city, but also to promote the brand building of the city, only a comprehensive brand building events carried out in order to make the city’s sporting events in the competition come to the fore, to achieve sustainable development events.Xi’an City Wall Marathon through the 21 th of development, has become the history of China Marathon influential brand competition, this paper, the Xi’an City Wall Marathon brand building and promotion have been studied, the use of literature issued, interviews,questionnaires, mathematical statistics and logical analysis. In the theoretical foundation event brand building and promotion, based on the theory and practice of combining the perspective of Xi’an City Wall International Marathon background current situation as well as brand building and promotion are introduced, mainly Xi’an City Wall Marathon sponsorship,the brand culture building, brand promotion and dissemination made a certain understanding,a clear brand building and promotion of the event object, and the satisfaction of athletes carried out a statistical analysis to identify the event in brand building and promotion of the problems that Xi’an City Wall international Marathon brand building and promotion should be clear event of long-term brand positioning, establish a complete image recognition system,the core competitiveness shape the events of the brand, to promote the four aspects of Game brand maintain and enhance its work, to the adoption of Xi’an City Wall international Marathon brand building and promotion of research for the management level using other brands of domestic competitions provide reference.The following suggestions are put forward through the research:1.Extended event brand extension radiation. City wall of Xi’an international marathon match brand building and promotion of the success is not limited to the visibility and reputation of brand competition, the most important is on the development of the related industries, enhance the construction of brand competition, through the extension of product development to promote Xi’an sports consumption.2.Extended wall concept. The starting point and the end of the event in walls, and with the help of the excellent marathon experience of a right under the walls of the marathon, and combined with the moat around the city park and sporting events, in the continuation of the Wall Marathon connotation at the same time, increase the elements of the city wall of Xi’an international marathon match brand building and promotion.3.Develop new media. To determine the target audience of the marathon, based on the existing media, the use of network resources to develop new media.4.To meet the needs of the entire marathon. There is no standard marathon race is Xi’an International Marathon has always been one of the reasons for the lukewarm, the organizers can of Malaysia feasibility analysis, combined with the city and the city, events to achieve sustainable development.