马拉松赛事“热”的冷思考

Calm reflection of marathon events“fever”

马拉松赛事“热”是当前体育领域最热的社会现象之一。对于这种“热”既需要细致地分析“热”背后的赛事机理,通过把握机理,促进其持续的“热”。更需要冷静地思考“热”背后的赛事风险,通过规避风险,保障其稳定的“热”。全民健身热推动了群众参赛热,同时应注意健身式参赛观背后意外伤害风险;城市营销热推动了政府办赛热,同时应注意消费式营销观背后赛事同质风险;IP经济热推动了企业赞助热,同时应注意流量式赞助观背后内容弱化风险。

The“fever”of marathon events is one of the hottest social phenomena in the field of sports.For this kind of“fever”,we need to analyze the game mechanism behind the“fever”carefully,and promote its continuous“fever”by grasping the mechanism.It is more necessary to think calmly about the game risks behind the“fever”,and guarantee its stable“fever”by avoiding risks.The“fever”of national fitness promotes the fever of mass participation,and meanwhile we should pay attention to the risk of accidental injury behind the concept of fitness participation.The“fever”of urban marketing promotes the“fever”of government competition,and at the same time,we should pay attention to the homogeneous risk behind the concept of consumer marketing.The“fever”of IP economy promotes the“fever”of enterprise sponsorship,and we should be careful in weakening trend behind the concept of flow sponsorship risk.