Research On The Change Of Function And Development Orientation Of Shanghai International Marathon

In the second decade of the 21 st century,the marathon heat become a popular civil activity with a wide participation at present in China and loved by the masses of people.Shanghai international marathon has 21 years of history.It is one of the earliest city marathon in China,and the third China international athletics competition,it is mature in every aspects with strong international influence.Research on the function of the Shanghai international marathon can impact positively on the study of the city's economy and culture influence by large sports events,also,it has vital significance to the development of social sports of our country.In this paper,the function of the Shanghai international marathon is the main research object,literature material method,expert interview method,case analysis,field survey method and mathematical statistics method have been used.The research is based on the two years of internship experience of the author in the organizing committee of Shanghai international marathon and is formed of two aspects:functional evolution and development orientation of Shanghai international marathon.The research analyses the functional evolution of the situation,reasons,existing problems and countermeasures,the research conclusion is as follows:Firstly,the historical development of Chinese city marathon period can be divided into the beginning period(1981-1994),the tortuous process of development,period(1995-2010)and the prosperous period(2011-present).Shanghai international marathon is among those earliest domestic related events with a history of 21 years,the development process can be divided into initial stage(1996-2001),developing stage(2002-2006),transition stage(2007-2010),thriving stage(2011-2013),the transformation stage(2014-present).Secondly,Shanghai international marathon has competition function,cultural function,political function,service function and economic function,its functional evolution,including integral weakening and partial enhancing of competitive function,cultural function connotation overall enhancement,political function connotation gradual retreat,service function strengthening,and gradual economic function improvement.Thirdly,the dominant cause of function evolution of Shanghai international marathon event is main body demand changes,including two aspects,internal and external causes.External causes including marathon popularity under the cultural change theory,the mass sports media communication under the public opinion guidance theory,internal cause are event image shaping under the theory of public relations and industrial development under functionalism theory.Fourthly,current situation of the function of the Shanghai international marathon:injury and substitute participation phenomenon caused by excessive weakened competitive function,lack of Shanghai sports culture and education,the failure of achieving the ideal effect entertainment function caused by cultural function understanding deviation,no clear government involvement caused by political function imbalance,the lack of guide force,service function formalism of organization staff,lack of professional experience and the insufficient development and formalization profit model simplification caused by insufficient economicfunction development,formalization product development,brand image imperfection,etc.Fifthly,combining the function of the Shanghai international marathon history process,and the existing problems,in the future development,it should be persisted the importance of brand effect,industrialization development path,improvement of industrial structure and the construction of ecosystem model,at the same time actively search of government support in order to ensure the government participation in the event,from the ideology and values,forming the core value system,and analyzes the maintenance of image and the good momentum of sustainable development.Also,strengthen the infrastructure construction,seek new breakthrough in terms of policy,system and audit,inspection,according to the specific problem.