Research On The Role Of Marathon Race In The Dissemination Of City Image

Marathon is a major sports event that has a wide influence.It combines the characteristics of mass sports and competitive sports,sports industry and sports culture.It gets high attention not only from culture and sports circles,but also from governments and people.In particular,the marathon event has a unique role in disseminating the image of the cities which has been widely recognized by cities.Therefore,it has been a hot event to hold the marathon in all cities of the country.This paper selects the representative Wuhan Marathon as an research object,trying to discuss and analyze the role of the marathon in disseminating the image of the city.This paper mainly adopted the methods of document analysis,logical analysis,case analysis,field observation and questionnaire survey.The paper first defines marathon,city image and its positioning and dissemination,then introduces the basic situation of marathon race in China,analyzes the influence factors and mechanism of marathon race in disseminating the city image.The influence factors include organization and planning,design and layout,promotion and expansion,quantity and quality,innovation and integration of the marathon race events.The mechanism of action include the series of events has formed a long-term and stable dissemination of city image,the first-hand experience of the city image is directly felt by the public,the open participation forms the effect of publicizing the city image,and the media dissemination forms an authoritative interpretation of city image.The core part of this paper lies in the description and analysis of Wuhan Marathon.It focuses on the development,characteristics and running situations of Wuhan Marathon,especially on its positive and negative roles in disseminating the city image of Wuhan.The positive effects are reflected in these aspects: the positioning of the event consistent with the positioning of the city;showing a different Wuhan every day with the power of the media;participation by all people and the inside centripetal force of the city;enhancing the external attractiveness of cities by highlighting their unique features;promoting the livability of the city by improving the hardware environment;increasing the city's health index by creating a sports atmosphere,etc.The negative effects include: the dissemination process of city image lacks continuity and extensiveness;the subject that helps disseminate the city image lacks professionalism;the race events can not integrate into the city due to the lack of diversity in race events;because of the dissemination content limitation,it can not combine with the city image well.On the basis of research and analysis of Wuhan Marathon,this paper draws on the experience of famous foreign marathon and sums up some advice for domestic similar events in the strategy of disseminating the city image.These advice includes: developing dissemination strategies according to the city positioning;Coordinating relevant media to enrich the dissemination forms;digging the story behind to deepen the dissemination content;focusing on building brand to enhance dissemination effect;taking advantage of analytical assessment to develop dissemination mechanism.