数字技术赋能马拉松赛事发展研究

Marathon Event Development Empowered by Digital Technology

运用文献资料、案例分析等方法,探究数字技术赋能我国马拉松赛事现状、价值,提出优化路径。现状:数字化转型驱动力强劲,数字技术应用广度有余而深度不足。价值:创新办赛形式,吸引更多人参与;升级赛事产品服务,提高效率和质量;提升营销水平,扩大影响力;扩大传播面,促进融入生活。优化路径:加强政策支持,营造转型环境;注重人才培养,汇聚人才力量;保障资金投入,奠定转型物质基础;树立意识理念,拓展赛事形式和内容;对接消费需求,创新营销方式。

By using the methods of literature review and case analysis,this paper explored the status quo and value of the Chinese marathon empowered by digital technology,and put forward the optimization path.Status:The driving force of digital transformation is strong,and the application of digital technology is wide but not deep.Value:It innovates the form of the competition to attract more people to participate,upgrades the event products and services to improve efficiency and quality,improves marketing to expand infl uence,and expands its reach to promote inclusion in life.Optimization path:We should strengthen policy support to create an environment for transformation,pay attention to talent training and gather talent strength,ensure capital input to lay the material foundation for transformation,set up the ideology to create the form and content of the competition,and match consumer demand to innovate marketing methods.