Research On Beijing Marathon’s Event Promotion Model

In recent years,due to China’s strong support for the development of sports and open policy,marathon events show an explosive growth trend.However,the quality of marathon events in China has not been matched with the rapid development of the quantity of events.There are common phenomena in this industry: weak marketization,event homogeneity is serious and the professionalism of the competition service agencies is uneven.Therefore,how to build a brand through marathon promotion has become an important issue for the development of the marathon industryThis article studies the promotion model of Beijing Marathon through the method of literature and expert interview,summarizes the key work and achievements of the event organizers and promoters based on seven levels of integrated marketing communication.Moreover,this article investigates the logic and mechanism behind the success of event promotion--Beijing Marathon establishes an industry organization with value convergence through "integration",opens up the social fabric of communication,creates a communication field to enhance the ability of communication,and establishes a model framework for the promotion of the Beijing MarathonThrough case studies,suggestions are finally made from six aspects: "Condensation of event culture","Event promotion strategy","Event industry organization","Event innovation and profitability","Event risk management" and "Event public opinion management",in order to improve the Beijing Marathon promotion model and provide development suggestions for other cities in China.