厦门马拉松赛事品牌周期演进特征与应对策略

The Evolution Characteristics and Coping Strategies of the Brand Cycle of Xiamen Marathon

研究采用文献研究法、调查法等方法,梳理厦门马拉松品牌打造策略的演进历程,明确厦门马拉松品牌成长的阶段特征,认为厦门马拉松赛经历了导入期(2003年—2007年)和成长期(2008年—2017年),目前已进入成熟期(2018年以来)。研究发现厦门马拉松赛的特殊性,导致目前品牌运营存在品牌定位缺乏长久规划、品牌识别多变、品牌传播缺乏对新媒体的管控等问题。研究提出制定符合马拉松赛品牌发展规律的长期规划,如优化标准产品、加强品牌识别、拓宽品牌传播渠道、增强品牌市场竞争力等应对策略。这既有助于厦门马拉松建立强势品牌,也对其他城市马拉松品牌打造提供了借鉴与参考。

The study used literature research method,survey method and other methods to sort out the evolution process of Xiamen Marathon brand building strategy.This article considered that the Xiamen Marathon has gone through an introduction period(from the year of 2003 to 2007)and a growth period(from the year of 2008 to 2017),and it has now entered a mature period(from 2018 to present).The study found that due to the particularity of the Xiamen Marathon,the current brand operation has problems such as the lack of long-term planning for brand positioning,the change of brand recognition,and the lack of control over new media in brand communication.The study also proposed coping strategies to optimize standard products,strengthen brand recognition,broaden brand communication channels,and enhance brand market competitiveness.This will not only help Xiamen Marathon build a strong brand,but also provide reference and reference for other city marathon brands.