Research On The Current Situation Of Marathon IP In China

Social sport is the focus of the sports industry,and Marathon,as an important part of it,also plays an important role.Marathon's vigorous development in recent years has attracted attention.On November 26^th,2018,Wang Nan,Secretary of the Party Committee of the Track and Field Center of the State General Administration of Sports,made the"2018 Track and Field Industry and Marathon Work Report".According to the report,the Marathon in 2018 will continue to be hot with 1,072 races for more than 800runners and more than 300 cross-country runners,and nearly 6 million participants.Marathon attracts more and more people because of its high degree of participation,good race experience and high sense of achievement.However,if a Marathon wants to stand out in many events,it must form a mature Marathon IP with its own intellectual property rights.This article takes the Marathon IP in our country as the research object,based on the theoretical research at home and abroad,aiming at discussing the current situation of Marathon IP operation and proposing the countermeasures to build high-quality Marathon IP.This paper first summarizes the reasons for the rise of mass Marathons and their development rules,and then defines the concepts of Marathons,Marathon IP and sports event IP under the vigorous development of sports industry.While sorting out the current situation of Marathons in China,it focuses on the analysis of the organization structure,media communication strategy,brand image and other aspects of Marathon IP,and points out the problems existing in the current Marathon IP.Through analysis and discussion,four conclusions are drawn.First,China's Marathon IP is developing towards specialization and standardization.Second,China's Marathon IP is becoming more market-oriented.Third,China's Marathon IP lacks diversification.Fourth,China's Marathon IP operation personnel are scarce.This paper puts forward four suggestions,one is to highlight the characteristics of the Marathon IP;the other is to establish and perfect the rules and regulations to make a good plan;the third is to use the official media to enhance the stickiness with runners;and the fourth is to pay attention to the experience of runners and show humanistic care.