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The Study of Brand Strategy of Beijing Internation Marathon

Author: LiCheng
Tutor: QinLin
School: Beijing Sport University
Course: Humane and Sociological Science of Sports
Keywords: Beijing International Marathon Brands Brand Strategy
CLC: G822.8
Type: Master's thesis
Year: 2011
Downloads: 262
Quote: 1
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Abstract


Sport continuous improvement of modern society and people's daily life gradually became an important part, especially those brand events such as the Olympics, World Cup, NBA, have been deeply implanted in people's minds. Nowadays, more and more sports organizations or companies recognize the growing brand for events played an active role. Meanwhile, in various international competitions emerging today for people to choose to watch the races more and more, how to make your event a place in the competition, and thus an occasion to create a more lucrative value, sporting events organizers faced with a big challenge. So the focus gradually concentrated to the tournament brand building up the focus. This article is in this context, based on the brand's overall level tournament to Beijing International Marathon, for example, through the point surface analysis, attempting to Beijing International Marathon brand strategy to parse and summarize, in order to brand our country sports events strategy for the development of reference. This paper mainly from three aspects: The first part is a brand, brand strategy related concepts outlined. The second part is a combination of the actual situation of the Beijing International Marathon, SWOT analysis, analysis of the Beijing International Marathon implementation of brand strategy, brand strategy, internal and external environment and the process of implementation experience and inadequate. The third part is the analysis of the situation and on the basis of summing up experiences, explore Beijing International Marathon Brand Strategy Development. The main results are as follows: 1. Beijing International Marathon implementation of brand strategy has inherent advantages, including the government's attention, community support, the development trend of the world marathon well, China's sports industry and sports events system gradually developed other factors ; 2 Beijing International Marathon implementation of brand strategy by some negative factors, including our current sports system constraints, industry practitioners level is not high, more chaotic management organization, management mode obsolescence; 3 Beijing International Marathon brand strategy the inadequacies of the more prominent, directly affecting the Beijing International Marathon brand awareness, the need to take seriously and timely solutions. 4 For now, Beijing International Marathon Brand Strategy Development Strategy is mainly implemented: brand positioning strategy, branding strategy, brand extension strategy and brand revitalization strategy.

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CLC: > Culture, science,education, sports > Sports > Athletics > Run > Marathon
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