马拉松赛品牌培植对策分析--以南京秦淮·城墙马拉松赛为例

Analysis of Countermeasures for Marathon Brand Cultivation---Taking Nanjing Qinhuai·City Wall Marathon as An Example

基于品牌培植基础理论,客观探析新时期该赛事品牌培植面临的问题,提出提升品牌价值,塑造自主体育IP的创新路径,研究认为:南京秦淮·城墙马拉松赛取得了一系列成就,但品牌培植过程中缺乏系统的品牌规划,存在着品牌识别系统不健全、赛事商业性定位概念空泛、赛事难以向专业赛制转型、品牌传播覆盖面较小、品牌管理有待加强等亟需解决的问题。在此分析基础上提出优化赛事品牌培植的创新路径:厚植南京秦淮文化土壤,构建多元品牌要素体系;精准赛事品牌双重定位,深化赛事品牌推广营销;优化“墙、河和路”赛道路线,力求细致周到赛道服务;借鉴整合营销传播思维,拓宽赛事品牌传播渠道;构建三位一体组织模式,共同推进赛事品牌培植。

Based on the basic theory of brand cultivation,this paper objectively analyzes the problems faced by brand cultivation of this event in the new era,and proposes innovative ways to enhance brand value and shape independent sports IP.The research believes:Nanjing Qinhuai·City Wall Marathon has achieved many achievements,but there is a lack of brand planning in the brand cultivation process,including poor systematic brand planning,incomplete brand recognition system,difficulties in transferring to professional events,limited brand communication coverage and loose brand management.On this basis,an innovative path for optimizing the cultivation of the competition brand is proposed:planting the cultural soil of Nanjing Qinhuai,constructing a diversified brand element system;double positioning event brand precisely,deepening the promotion and marketing of the competition brand;optimizing the“wall,river and road”race route and strive for meticulous and thoughtful track services;learning from integrated marketing communication thinking to broaden the communication channels;building a trinity organization model to jointly promote the cultivation of the competition brand.