Research On The Co-development Of Marathon And City Brand Marketing In The Perspective Of Symbiosis Theory

In recent years,the marathon has ushered in a booming situation.The extensive development of the events in various regions has promoted the extensive participation of mass sports and made important contributions to regional economic development.However,due to the uneven development level of marathon in China,there are problems such as chaotic organization management and lack of financial support,which hinders the further improvement of the service level of marathon people,which is not conducive to the long-term development of marathon events,and even bring to the city.Negative impact.In the current fierce competition in the city,the marketing of urban brands through marathon events has positive significance for the development of the event and urban construction.This research uses literature review,field research,expert interviews and case analysis as the research methods.Based on the symbiosis theory,starting from the components and interactions of marathon events and urban brand marketing,this paper explores the symbiotic development of the two.Prerequisites,as well as the target model of symbiotic development.By analyzing the development of marathon events and urban brand marketing,and drawing on the advantages of Xiamen Marathon,we will promote the realization of reciprocal symbiosis development of marathon events and urban brand marketing by constructing symbiotic mechanisms and safeguard measures,with a view to promoting the sustainable development of marathon events.And the promotion of urban development.The main findings are as follows:(1)Marathon as a regional event,is the carrier of urban brand marketing;the positive effect of urban brand marketing effect will bring economic and cultural richness and development to the city,and can create better event guarantee for marathon events.Promoting the service level of marathon events will enable the marathon to attract more people.The interrelationship between the two plays a role in satisfying the conditions for the formation of the symbiotic relationship.(2)Based on the theory of symbiosis,the analysis of marathon events and urban brand marketing as a symbiotic unit has the vitality of development.In the symbiotic relationship,energy can be transmitted to each other,and there is an interaction correlation.The environmental factors that can influence the symbiotic relationship between marathon and urban brand marketing,according to the nature of marathon and urban brand marketing,mainly include political factors,economic factors,cultural factors and social factors.(3)Problems in the symbiotic development of marathon and urban brand marketing.First,the problem of insufficient symbiotic units:the marathon of the symbiotic unit has its own poor organization,lack of experience in organizing and preliminaries,and the participants in the competition.It brings negative feelings and affects the publicity of the event;the participation of the people's events is insufficient,which increases the hidden dangers of the competition,hinders the promotion and development of the city brand;the degree of commercialization is insufficient,the competition market lacks vitality and standardization;the city brand personality Not obvious.Second,the symbiotic environment is not ideal:in the political environment,the government ignores the positive role of marathon competition and urban brand marketing symbiosis development;in the economic environment,lack of long-term development planning,lack of financial support;cultural environment,lack of urban cultural accumulation The competition culture is also lacking,and the two cannot match.In the social environment,the public has insufficient understanding of the symbiotic development of marathon events and urban brand marketing.Under the influence of many environmental factors,it hinders the development of marathon and urban brand marketing.(4)Th rough the analysis of the development of Xiamen Marathon events and urban construction,it provides a reference for the symbiotic development of marathon events and urban brand marketing,which is conducive to the positive effects of the symbiotic development of the two.Based on this,a symbiotic mechanism for the symbiotic development of marathon events and urban brand marketing was constructed.Mainly through the combination of the concept identification mechanism,the government-led and supervised management mechanism,and the joint construction and sharing mechanism of the whole people,the division of responsibility for marathon events and urban brand marketing entities is refined,in order to reach the marathon from government to individual.In the process of symbiotic development with urban brand marketing,we make our own contribution to the development of symbiosis.(5)Guarantee the continuous optimization of symbiotic development by improving the symbiotic unit,optimizing the symbiotic environment,and assisting in the development and optimization through science and technology.In order to maximize the synergy effect of marathon and urban brand marketing symbiosis,promote the sustainable development of the marathon and create a competitive city brand.