Analysis On Marketing Strategy Of 2019 Kunming Plateau International Half Marathon

China's marathon career began in 1981 with the first "northern Horse",a professional and niche sport,and by 2018,nationwide,1,581 marathons with more than 800 runners,cross-country runners and 300 or more runners participated in 5.83 million marathons.China's marathon has entered an era of mass participation and is showing signs of running hard.Among them,the 2019 Kunming plateau international half marathon is one of the most distinctive ones.With the unique climate and advantageous geographical conditions of the plateau,it has promoted Yunnan's national characteristics,cultural customs and urban features,it also shows that Kunming is an open and energetic city in a new era.The title of Gold Medal of half marathon is a very important event in Yunnan Province.This study first describes the development and history of the event,and then carries out research to develop the current marketing strategy,finally,the author puts forward the improvement conception of the marketing strategy.In this paper,the current situation of the marketing strategy of the 2019 Kunming plateau international half marathon competition is taken as the research object,using the methods of questionnaire survey,SWOT analysis,7p marketing theory,etc.,after collecting the information about the current situation of the competition,the paper analyzes the current situation of the consumers by means of questionnaire survey,then uses AISAS model to analyze the consumer behavior,and uses 7P marketing theory to analyze the current situation of the marketing strategy,then through the 7P marketing theory to put forward the current problems of the game,the final use of 7P marketing theory to propose solutions.Research shows:(1)With the continuous development of the sports industry economy,the 2019 half marathon has the advantages of government-supported policies as well as the advantages of the cultural and geographical environment,but it has the disadvantages of the marathon itself,great consumption of their own as well as the lack of professional sports commentator situation.From the perspective of external opportunities,the strong support of the government and the rapid development of thesports industry market have provided a good social market environment for the marathon,and with the continuous deepening of national fitness,the growing awareness of health and exercise among social groups has provided us with a large number of potential users for sports events,but at the same time the inadequacy of laws and regulations in the sports industry has also made the Games a threat to some extent,the same type of events on the market more and more,but also on the marathon market has a dramatic impact.(2)according to the results of the analysis and survey of the participants,the number of participants in each stage of the marathon basically decreases with the increase of age.As the concept of healthy living is recognized more and more,the elderly are also gradually participating in the event;the total number of male participants in the event more than women.From the distribution of educational qualifications,it can be seen that with the rapid development of the country,the educational qualifications of the marathon participants are basically higher;from the Sports Organization situation,the recognition of the runners for the running team is more general when they exercise in peacetime,the older the runner,the less likely he or she was to join a running group.(3)according to the AISAS model,male consumers are more willing to pay more than female consumers for sports events;the age of 30-39 is the stage with the highest level of consumption;and personal annual income will have an important impact on consumer activities.The length of time it takes to exercise and whether a participant is a first-time participant also has an impact on the level of consumption during the event;from the point of view of attention,in the new media age,people are learning more about the event through the Internet,secondly,it is network information and Mobile News Push.From the angle of arousing interest,the first thing that the contestants are interested in is sports equipment,and secondly,they are interested in the local specialty food and beverage,exhibition shopping and hotel reservation,in terms of search,the preferred method of search is social circle of friends and Internet search,which shows that people have a higher degree of recognition for the Internet,the largest proportion of the expenditure is related to transportation,followed by the expenditure on equipment and preparation before thecompetition.The smaller items are the expenditure on drinks and food during the preparation period,and the expenditure on leisure and entertainment during the competition period,the fact that APP analytics is the most popular way to share shows the role of new media.(4)based on the analysis of 7P marketing strategy,it is considered that the promotion of competition service level should be the core of the products,and the event marketing of tangible derivative products should be paid attention to,at the same time,we should actively understand the per capita income situation in Kunming,formulate a pricing and application system in line with the per capita consumption level in Kunming,and enhance our competitiveness,to adopt the new-type self-media communication mode,maintain the relationship with the media and stabilize the loyal customer group;For example,the registration fee is discounted by the organization,the Promotion Strategy for out-of-town tourists is formulated,the public relations promotion is made,and loyal customers are stabilized,to improve the overall professional quality of personnel and the use of star effect plus the way of Sports;in the process,from the psychological point of view of consumers,a more detailed improvement process,attention to details of marketing,enhance the participants' experience of the game.