城市马拉松赛品牌价值提升的问题及优化路径

Problems and Optimization Path of Promoting Marathon Brand Value——Taking Nanjing Qinhuai City Wall Marathon as an Example

文章基于品牌价值理论,客观探析南京秦淮·城墙马拉松赛品牌价值提升的现存问题,制定符合马拉松赛品牌发展规律的长期规划。结果发现:南京秦淮·城墙马拉松赛目前已初步形成了具有竞争力和地域特色的赛事品牌,但在品牌符号设计、品牌赞助价值、品牌核心价值、品牌宣传推广、品牌管理等方面还存在提升和改进的空间。提出通过明晰赛事品牌定位、加强品牌文化创新、提升赛事品牌赞助价值、重构“墙+河+路”的新城墙概念、创新品牌宣传推介载体、贯彻落实安全监管等措施,助力南京秦淮·城墙马拉松赛调整品牌战略、铸造具有国际影响力的强势知名品牌,也对其他城市特色马拉松品牌打造提供了借鉴与参考。

Using the relevant theories of brand value,objectively analyze the existing problems of the brand value enhancement of Nanjing Qinhuai City Wall Marathon,and propose an innovative path to enhance brand value and shape independent sports IP.The result found that the Nanjing Qinhuai City Wall Marathon has initially formed a competitive and geographically characteristic event brand,but there are still improvements and improvements in brand symbol design,brand sponsorship value,brand core value,brand promotion,brand management,etc.Room for improvement.It is proposed that measures such as clarifying the brand positioning of the event,strengthening brand cultural innovation,enhancing the value of brand sponsorship of the event,optimizing the"wall,river and road"race track,innovating the brand promotion carrier,and implementing safety supervision and other measures,to create a"special and refined"and best"Nanjing" is a strong and well-known brand with the"most cultural".