厦门国际马拉松赛市场化运作现状与发展对策研究

运用文献法、访谈法、实地调查法和比较分析法,对厦门国际马拉松赛市场化运作各方面现状及现存问题进行分析,并提出今后的发展对策:1)推进赛事管理体制与运行机制的改革,促进马拉松赛进一步发展;2)提高竞赛水平,将赛事打造成国内领先,形成国际品牌;3)加大媒体宣传力度,扩大赛事影响;4)加大与国际著名马拉松赛事交流与合作,提高赛事品牌;5)建立马拉松及路跑爱好者俱乐部,扩大市场规模.

Study on the Present Situation and Developing Countermeasures of Marketing of Xiamen International Marathon

In methods of literature study,interview,investigation,and comparative analysis,this paper analyzed the present situation and existing problems of marketing of Xiamen International Marathon.The following countermeasures are suggested: promoting the reform of management and running system of the game;improving the quality of the game to create a international famous brand;increasing publicity;strengthening the communication with famous international marathon games;establishing marathon fans clubs to enlarge marketig scale.