Research On Brand Positioning Of China's Golden Marathon

In the context of the national strategy of "National Fitness",the marathon ushered in an unprecedented development opportunity,and various cities competed to hold marathons.The number of IAAF-certified sign competitions has increased from2 in 2008 to the current 28.The number of events is overwhelming.However,at present,the phenomenon of homogenization in China's marathons is obvious.How to position among many marathons and achieve differentiated development to form high-quality and brand events,and then become a world-renowned and first-class marathon? Research and exploration.This article uses the literature data method,question case analysis,expert interview method and questionnaire survey method to take the 12 gold standard marathons recognized by the IAAF as the overall research object,and takes the Beijing Marathon as an example to analyze the gold standard marathon Present status of brand positioning and make recommendations.The thesis first defines the concepts of the gold standard marathon and the brand positioning of the gold standard marathon.By analyzing the current status,positioning basis and influencing factors of the gold standard marathon(macro environment,industry status,organizers,competitors and runners),we can understand the current positioning of each gold standard event.Secondly,understand the brand positioning of the Beijing Marathon event through expert interviews,and formulate a questionnaire based on this,and randomly distribute questionnaires to Beijing Marathon participants to collect information;finally,organize the information collected and analyze whether the content of the Beijing Marathon positioning It is effectively transmitted to the runners' minds,points out the shortcomings of positioning,and puts forward corresponding positioning suggestions.Through research and analysis,it is concluded that the gold standard marathon is basically the same in event planning,advertises the gold standard event,and has the same positioning.Each gold standard event finds its own positioning point on the basis of the certification standards of the IAAF road running event.The macro environment of the city hosting the gold standard marathon determines the overall direction of positioning.At the same time,the industry is fiercely competitive and the gold content of the gold standard has declined.The operation mode of the gold standard marathon is mostly dominated by the government and event companies.Runners mostly focus on pursuing and improving their performance.In addition,the logo recognition of the Beijing Marathon is not enough;the meaning of the slogan is not clear;the emotional experience of the players is biased.Finally,combined with the characteristics and experience of foreign excellent marathon events,they put forward suggestions for the brand positioning of the gold standard marathon: the organizer should establish the brand positioning point of the event to form a brand differentiation advantage;improve brand positioning awareness and achieve brand sustainability Development;improve the quality of event communication and tell the story of the brand;the rational division of labor between the government and the operating company to create a high-quality marathon event brand;learn from the experience of running Grand Slam events and provide new ideas for brand positioning.