Reserch On The Value Enhancement Of "Kunming Marathon" Brand

In 2014,the State Council issued Document No.46,which mentioned the cancellation of commercial and mass sports events approval.In June 2016,the"National Fitness Program(2016-2020)"was released,in which encourages people across the country to participate in the National Fitness Program.The release of these two documents has made the domestic marathon,a mass sporting event popular throughout the country.The Kunming Plateau Half Marathon has won the favor of many runners for its pleasant plateau climate,beautiful scenery,unique ethnic customs and interesting competitions,which has gradually formed the"Kunming Marathon"brand and been accredited by the national marathon gold medal event.This article takes"Kunming Marathon"brand as the research subject.Based on the Aaker model's four dimensions of brand value(Brand Awareness,Perceived Brand Quality,Brand Association,Brand Loyalty),the author analyzes the problems existed in the"Kunming Marathon " while enhancing its brand value.For example,brand positioning unclear results in limited brand awareness;the unimpressed core competitiveness of the event results in limited perceived brand quality;insufficient extension of event-related activities results in low brand association;poor service quality and the lack of potential competitors'development affect their loyalty.To solve these questions,this paper combines with the entrant's comments and the results of the public's questionnaire survey to put forward specific improvement measures:do a good job on preliminary research,accurately position the brand,combine the network with mass media publicity to form media fusion marketing for improving the popularity of"Kunming Marathon";with the local cultural heritage,optimize the various aspects of the event and strengthen the management of brand quality to highlight the characteristics of the event brand and enhance the brand popularity of " Kunming Marathon";the basic elements of the brand need to be redesigned exquisitely,which combines with the related-event activities to strengthen the"Kunming Marathon " brand association;improve the quality of the event service and give full play to the government's role on incentives,look for more potential participants to foster"Kunming Marathon "brand loyalty.