Research On The Relationship Between The City Marathon And The Brand Of City

In recent years, continue to strengthen our fitness, it also canceled the organized mass sporting events and commercial approval system in 2014, after the city of Marathon held on showing a "blowout" development phenomenon. City Marathon as the country’s largest mass sports events, is most conducive to develop a nationwide fitness activities, and then it was held by the government’s support. Government departments will also promote local marathon activities as urban development booster. According to this phenomenon as a starting point, and the city Urban Marathon brand relationship.Research process empirical research, the use of literature, questionnaire, mathematical statistics and logical analysis performed. From the perspective of urban marathon participants experience to extract the characteristics of urban marathon experience (sensory experience, emotional experience, thinking experience, mobile experience); at the same time from the public point of view of urban brand recognition to extract the characteristics of urban brand identity (visibility, recognition knowledge, reputation, loyalty). In 2015, the Hangzhou marathon field athletes, staff, visitors and staff around the West Lake in Hangzhou for the survey, questionnaire. Analysis of the survey data concluded that:1. characterized in terms of experience in the city of Marathon, the presence of people of different education, different professions, ages between significantly different; different gender, no significant differences exist between populations between different household register. Wherein the mean in these populations sensory experience of 4.25 is the highest, from the sense that people feel most satisfied with the Hangzhou marathon.2. Different gender, different education, different occupations, different populations and between household registration in the city brand identity features aspects there are significant differences between different age groups. The average urban population of 4.32 is the highest brand reputation, suggesting that people of Hangzhou as the "quality of life of the city," the city is satisfied.3. City Marathon Experience features and brand recognition among city features on the 0.01 level was significantly positively correlated, in which sensory experience and popularity among the highest positive correlation (r= 0.390, P= 0.000), and recognition of the mobile experience positive correlation between the lowest (r= 0.123, P= 0.000). Show the characteristics of the city has the resources and the combination of City Marathon, Marathon use as a platform, external promotion, publicity city, the city can improve brand influence. Significant positive correlation exists between the city and the city Marathon brand.