路跑赛事数字营销传播研究——以黔西南州2024万峰林马拉松赛为例

On Digital Marketing Communications in Road Race Events:ACaseof the2024 WanfenglinMarathon inQianxinanPrefecture

近年来黔西南州以户外赛事为契机,将体育竞赛融入到区域旅游推广框架内,尽显体育赛事与区域动态发展的关系,但赛事营销效果不尽人意。营销边界扩展、营销渠道更新、政府与官方协同执行、数据驱动下的个性化设定是路跑赛事数字营销传播的内在逻辑,以2024万峰林马拉松赛为例,通过分析营销数据,发现存在多元参与者信息混杂、数字营销策略表面化、社交媒体激活不足、大数据运用不充分等问题。建议从数字营销定位、文化价值传播、用户参与体验提升和个性化精准营销等方面,促进赛事推广并拉动经济,从而实现体育、人文与城市品牌的有机联动。

In recent years,Qianxinan Prefecture has taken outdoor sports events as an opportunity to integrate sports competitions into the framework of regional tourism promotion,and demonstrated the relationship between sports events and regional dynamic development.But the marketing effect of the event was not satisfactory.Effective digital marketing for road race events requires expanding marketing boundaries,updating channels,and employing synergistic government efforts and data-driven personalization.Taking the 2024 Wanfenglin Marathon as an example,marketing data has been analyzed in the article.There are many problems:mixed information from multiple participants,superficial digital marketing strategies,poor social media activation,and inadequate use of big data.Recommendations include improving digital marketing positioning,cultural value dissemination,user participation experience and personalized precision marketing are suggested for promoting sports events,driving economy and realizing the organic linkage between sports,culture and urban branding.