Research On Brand Supply Side Reform Of Marathon Race

The continuous fermentation of "marathon fever" in China has highlighted the momentum and potential of the development of sports industry,and China's marathon is in the critical stage of upgrading.Although some progress has been made in recent years,there has been a mixed phenomenon after the marathon market has caught fire.There are many problems in security,positioning and organizational management,and low-level errors occur frequently.The essential reason is not that there are many marathon events,but that the structural contradiction of supply side is becoming increasingly prominent,which has become a stumbling block to the further development of marathon brand.By using the methods of literature,interviews,questionnaires and on-the-spot observation,this paper makes an in-depth analysis of the relevant theories of brand building,the optimistic effect of economic supply-side reform,the significance of the structural reform of Marathon brand supply-side,marathon fever,brand shortboard and the reasons for optimizing the structure,and also makes a thorough analysis of the brand of marathon events.The corresponding countermeasures are put forward for the structural reform of the supply side,which are as follows:(1)Marathon brand theory exploration:According to the theory of brand building and the characteristics of marathon events,the concept of Marathon brand is defined as:taking marathon events as the main body to form a city marathon intangible asset agglomeration with visibility,reputation and influence.The construction of Marathon brand can be summarized as five steps:on the basis of the construction of the connotation of marathon brand,to display the characteristics of Marathon brand logo,to promote the integration of consumers and brand,to guide the reaction of Marathon brand correctly,and to enhance the common composition of the exclusive assets of marathon brand.(2)The structural reform of Marathon brand supply side is of great significance to promote the national fitness strategy,which is the inevitable requirement of the development of sports events in the new era,an effective way to improve the development quality of national fitness,and a powerful measure to promote the development of urban economy.(3)The formation of Marathon fever in China is due to deep-seated socio-economic and cultural reasons.Firstly,national fitness has risen to national strategy and set off marathon fever;secondly,mass sports consumption orientation leads to marathon fever;thirdly,China's economic transformation contributes to marathon fever;finally,the rapid development of urban construction demand leads to marathon fever.(4)At present,marathon events have blowout growth,but the shortage of high-quality marathon brands is obvious.The reasons are as follows:firstly,the total number of events is far from enough compared with Europe,America and Japan,and most domestic events lack historical precipitation;secondly,the quality of the events is not high,lack of characteristic quality,"copy-paste" is serious;thirdly,the cost of the events is high,and lack of profit model;Fourthly,there is a shortage of qualified personnel and lack of quality construction echelon.Fifth,the competition market is unbalanced and there is no comprehensive inter-departmental service platform.(5)The structural reform of the supply side of the marathon brand is an innovative practice and a long-term system engineering.We recommend the following countermeasures.First,strengthen the brand connotation construction of the marathon event and promote the high-quality development of the event;Second,build the characteristics of the marathon brand logo to promote the advantages and characteristics of the event;Third,enhance the integration of consumers and brands in marathon events and promote the sharing of events;Fourth,increase the brand communication of marathon events and increase the positive influence of the event;Fifth,increase the investment in the exclusive assets of the marathon brand and increase the contribution of the city.