A Study On The Market Operation Strategy Of Dalian International Marathon

As an ancient sport,marathon is popular to every level of modern cities because of its healthy and enterprising spirit,mass population participation and social influence.Marathon events have the function of stimulating the development of surrounding industries and play a prominent role of developing the sustainable development and core competitiveness of the city,and also play an important role in improving city appearance and the cultural of the city.As one of the earliest sport event of the marathon in china,Dalian International Marathon is well know as its professional,international and mass characteristics. It has made outstanding contributions to the development of mass sports in Dalian.lt has attracted many ordinary people to participate in the marathon.It provides an important platform for the public to participate in sports fitness,cultivate their sentiment,develop the habit of participating in sports.The event has become a symbol of forming the atmosphere of becoming the city of sports and image propaganda. It has opened a window of friendship for foreign communication and sports exchanges,and made a great contribution in order to stimulate the tourism industry,which as the core industry of the Dalian.With the rapid development of the market,the fast growing of the value of the event and influence and the market-oriented,Dalian International Marathon has developed into a sport event with great influence in the northeast of China.In this paper,the analysis of the Dalian International Marathon try to find a market operation road of fitting the city's own characteristics.Through the analysis of domestic and international marathon events,the characteristics of the concept,the brand, the propaganda, and the marketing of the modern event of Marathon are summarized.And then I summarize the relationship between the main participants in the market operation and the demand of the marathon,as the reference of the Dalian International Marathon.This paper studies the current situation of Dalian International Marathon,and finds out the characteristics and shortcomings of the events.Through the environment of Dalian International Marathon race analysis,summed up the SWOT matrix,we can conclude that strategic key lies in the choice to focus the limited resources,highlight the characteristics of events,completion the short board of the events,avoid to go the way of homogeneous.According to the characteristics of strategic combination,this paper puts forward the suggestions and strategies for the marketing mode,and puts forward the strategy implementation to be divided into two steps.In the period of the value cultivation,the key is to focus on the limited strength to do a good job in the connotation of the event to re positioning and differentiation,improve the details of the event,to focus on marketing.In the period of the value re upgrade,the key is to deal with the relationship between sponsors and the media;In order to maximize the benefits of both sides,we should mix the Culture of the sponsor and the event. At the same time we should do a good job with the University's interaction,open up a new growth point for the event.Although the Dalian International Marathon has achieved fruitful results,we need take a road of innovation in order to maintain its advantages and Create new glory.I hope that the research and analysis of the market oriented operation of this thesis can provide some references and suggestions for the development of Dalian International Marathon.