Index System Study On The Factors Affecting The Financing Of Small And Medium Road Running Brand Events In Shanghai

As a "city card",road running have seen a "blowout" in the development of our country in recent years.According to relevant statistics,in 2017,the number of various types of marathon events in China reached 1102,with 4.98 million participants,including 723 road games,accounting for 65.6% of the total.This is the main event type.In January 2018,the introduction of the "Marathon Sports Industry Development Plan" pushed the development of road running to a peak,and the plan established that by 2020,there will be more than 1900 marathon-scale events in the country,and the China Athletics Association will have 350 certified events.There are more than 10 million passengers participating in various types of road running,and the marathon industry has reached 120 billion yuan.However,the largest number and the most extensive coverage of small and medium-sized road running brand competitions face different levels of financing difficulties.Most of these types of events have low levels of operation,low social influence,weak brand appeal,and a single source of financing.These problems are the weakness of competition financing and hinder the building of event brands and the continued hosting of events.Based on the above background,this article first read relevant literature,learn theoretical knowledge,and lay the foundation for subsequent research.Then,by understanding the financing situation of such events,the preliminary indicators were drawn up in light of the previous literature analysis.Then,the experts were invited to make two rounds of consultations to construct an evaluation system for the financing impact factors of the Shanghai medium-and small-sized road race brand events,calculate and analyze the weight of each index,and obtain the importance of each influencing factor,thus improving the financing of such events.And propose feasibility suggestions for optimization.Specifically,on the basis of reading the literature and the analysis of the status quo,this article uses expert consultation and uses the Delphi method to construct two first-level indicators(internal conditions,external conditions)and eight second-level indicators(event profiles,event brands,,event management services,event marketing,event comprehensive impact,political environment,economic environment,social environment),26 three-level indicators(event history,event scale,event level,event brand positioning,event brand awareness,event brand culture,Organization and management level,market operation level,logistical support ability,public relations maintenance,marketing promotion strategy,marketing promotion implementation,media exposure,accounting income,relevant industry pull,regional image and popularity,national fitness participation,environment and resources Impact,Host Government Support,Sports Industry Related Policy Documents,Investment and Financing Related Policy Documents,Consumption Level,Competition Market Prospects,Competitiveness,Sports Development Level at Hosting Sites,and Host Support Residents)A total of 26 three-level indicators Shanghai Road Run Brand Event Financing Impact Index SystemFinally,using the Analytic Hierarchy Process(AHP)to determine and analyze the weight of each index,the weight coefficient of the internal condition of the first-level index(0.7353)is obviously greater than the weight coefficient of the external condition(0.2647).This shows that when considering the factors influencing the financing of brand events in Shanghai's small-to-medium-sized road running,it is necessary to focus on strengthening control of various indicators in internal conditions.In the internal conditions,the two indicators of the tournament operation service and the event brand are the factors that the investors looks at when making decisions.In the external conditions,the political environment has the highest weight and is higher than the economic environment and the social environment.This reflects the smooth organization of the small-to-medium-sized road running brand competition and the smooth progress of the financing work closely related to the political environment.Based on the above analysis,we have obtained the following suggestions for optimizing the financing of small and medium sized road running in Shanghai: firstly,to improve the operation ability of small and medium-sized road race brand events;second,to clarify the brand positioning of small and medium-sized road race brand events;and third,to do a good job The promotion and marketing of brand events in small and medium-sized road running.Fourth,establish and improve the investment and financing policy mechanism for sports events.