我国城市马拉松赛事定位研究
Positioning of China's City Marathon Events

摘要：城市马拉松赛事数量近几年呈现爆发式增长，成为城市名片和诠释运动健康生活理念的社会平台，为了使马拉松赛事可持续性健康发展，通过专家访谈法、问卷调查法、数理统计等研究方法，对城市马拉松的发展现状、城市马拉松赛事的参赛者的情况、我国城市马拉松参赛事的定位及存在问题进行研究。研究结果认为：我国马拉松赛事和参赛者呈快速增长趋势；赛事资源与参赛者资源发展不同步；赛事定位雷同；缺乏包容性，未兼顾地区存在的跑者类型差异；本地区选手重视程度不够，未发挥体育的社区功能；赛事运营方式自上而下，缺乏可持续发展战略意识。明确为什么办马拉松赛，马拉松赛为谁服务，如何真正自下而上地可持续发展，营造健康产业环境及马拉松文化等问题，对我国城市马拉松赛事定位提供借鉴。
Abstract: In recent years, the number of city Marathon events has become an explosive growth, and city Marathon has become a city card and a social platform to interpret the concept of healthy active lifestyle. This study analyzed the current situation, competitors, positioning and existed problems of city Marathon by the methods of expert interview, questionnaire and mathematical statistics, for the sustainable development of Marathon events. Results: The numbers of Marathon events and competitors in China are growing very fast. Event resource development and competitor resource development are not synchronized. The positioning is similar in events. Events lack of inclusion and not take into account the competitors’ difference among regions. Local competitors haven’t paied enough attention to events, and events cannot play the society function of sports. The operation model of event is from top to bottom, lack of awareness of sustainable development strategy. Identifying why to hold a marathon event, whom the event is for, how to sustainably develop the event from top to bottom, and establishing a healthy environment and marathon culture, can be helpful for the positioning of China’s city marathon events