名人明星参与马拉松赛事的传播效应

Publicity Effect of Celebrity's Participation in Marathon Event

通过分析马拉松的名人效应,研究了名人明星对马拉松赛事宣传推广的积极影响和负面影响。通过比较国内外一些知名人物参与马拉松赛事对其产生的影响,发现名人明星加入马拉松赛事必然会增加该赛事的曝光度,更受关注。进一步得出名人明星与马拉松赛事相结合的启示:加大赛事安保力度,完善比赛安全设施;选择具有号召力的名人明星,将比赛影响最大化;培育草根马拉松明星;打造马拉松相关产品。

The paper analyses the celebrity effect in marathon and discusses the positive and negative influences of celebrity on publicity effect of marathon event. The paper compares the celebrity＇s influence on marathon events between China and foreign countries and celebrity＇s participation can promote the publicity of the event. Marathon event with celebrity＇s participation can have more attention than those without.