The Study Of The Marketing Strategies Of The Great Wall Marathon

The Great Wall Marathon is a new competition that was born in the era of hot development of marathon in our country,whose main concept is cultural symbolization and aiming to satisfy the need of sport for all.It develops with the development of national economy and sport,at the same time,it’s a great attempt in the progress of substantialization reform of Beijing Athletic Association.This paper bases on the real situation of the competition,and analyzes the current situation and existing problems of its marketing,thus to provide some advises for its further marketing development.By using the methods of documentation,expert interview and logical analysis,the study collected the basic information of the event,and using the method of PEST environment analyzing and the theory of SWOT,the paper analyses both of its environment and situation.The study shows that:The Great Wall Marathon was born on a period that the marathon of our country develops very fast,the development of economy and the support of sports industry policy provide a well marketing environment for it;the deepen of social culture and sports technique also provide a good chance for it.While,cultural concept becomes the main factor during the process of competition promotion,and the support of professional competing team provides the basic guarantee for its operation.Bur at the initial stage,low experience of organization and poor competition service are the urgent problem that need to be solved;the development of sport industry and sports for all provide a good chance for it;but the unhealthy of sports law and furious competition of marathon marketing are also the threats for its development.By combining the theory of marketing group 7P with the competition,for the strategy of product,it should put improving the surrounding products;for the strategy of price,active marketing research will help to form the system of price,and thus to improve the ability of price competition;for the strategy of place,it’s better to broaden the place of information spreading,and strengthen the cooperation with other fields to excavate the value of media;for the strategy of promotion,it’s important to use the strategy of creative promotion,and use the instrument of competition promotion;for the strategy of people,it’s most important to cultivate and improve people’s proffesional ability;for the strategy of physical Evidence,change the intangible service into tangible to improve consumers’ sense of competiting product;for the strategy of process,pay attention to the service with detail,make the organizing and service process more perfect.The paper put forward a further idea of the Great Wall Marathon’s marketing strategy: set functions clearly,and complete the operation system;locate the competition clearly,and set up long-term target;improve competition service and cultivate stable participants;develop the cultural content,pay attention to the effect of brand.