Research On The Brand Building Of The Yellow River Mouth (Dongying) International Marathon

Over the years,China’s economic and political levels have developed at a rapid pace.People’s living standards have generally improved,people’s basic material needs have been met,and people’s attention has been paid to spiritual needs.Marathon events Because of its own inclusiveness,it is liked by the general public.In response to the trend of the times,more and more cities have begun to hold city marathons,and competition among them has become more and more important.In order to stand out in many marathon events,how to build a city marathon brand has become a key issue.Based on this background,this paper uses the combination of theory and practice,based on CBBE theoretical model,stakeholder theory and brand integration theory,mainly analyzes the current Research on Brand Construction of Yellow River Estuary International Marathon in the event brand identification,brand positioning,brand marketing And the brand maintenance four aspects of research,analysis,summed up the status quo of brand building in the process of brand building of the Research on Brand Construction of Yellow River Estuary International Marathon,and found the shortcomings,and put forward corresponding suggestions for the better development of the brand building of the event..The main conclusions of this study are as follows:The brand building of the Research on Brand Construction of Yellow River Estuary International Marathon is a long and arduous process.The core of the establishment of the East Malaysia event brand is “brand positioning”,and only on this basis can we better build the East Malaysia event brand.The organizers of the East Malaysia event analyzed the current situation of the Research on Brand Construction of Yellow River Estuary International Marathon by grasping the marathon market and learning about domestic brand events.In terms of brand identification,the names,logos,medals,tracks,etc.of the event Theconstruction of the aspect is more humane.In the positioning of the event brand,the positioning of the event has its own positioning principle and set a certain brand strategy.In terms of event brand marketing,the operation of the event and some special activities before the event also fully reflect The construction of the event brand,in the maintenance of the event brand,carry out certain brand innovation,at the same time,taking into account some potential crises of the event,etc.,all aspects reflect the maturity of East Malaysia’s brand building.The brand building road of the Research on Brand Construction of Yellow River Estuary International Marathon is slowly advancing.Based on the CBBE theoretical model,some problems in the process of brand building in East Malaysia are analyzed,mainly in the following aspects: the division of labor in the government department is not detailed enough.The overall event was successfully completed,the details department was not clear enough,the quality level of the participants was different.Individual participants did not follow the rules of the competition,the image of the competition was greatly reduced,the volunteer spirit of the volunteers needed to be strengthened,and the media did not actively act.In terms of propaganda,it is not popular enough.Most of the shots are placed on foreign players.The number of shots of the second general public is too small.The enthusiasm of the local organization and the residents in the second half of the competition is too fast.The participants have insufficient satisfaction and extension after the game.Insufficient,all affect the brand building of the event.According to the influencing factors of the brand building of the Research on Brand Construction of Yellow River Estuary International Marathon,the following suggestions are made according to the actual situation: based on the government departments and the organizing committee,it is proposed to further clarify the division of labor of each organization and implement dynamic management;based on the participants,strengthen the participants.Participate inthe awareness of the competition,promote the local culture,and then improve the quality of the participants through cultural infiltration;optimize volunteer services based on volunteers,focus on volunteer service guarantees,and better improve service levels;The media will increase the various propaganda of the event;based on local organizations and residents,rationally arrange citizen participation,form a joint force,and create a competition brand.