我国马拉松赛事“同质化”问题及其消解  

“Homogenization”of Marathon Events in China and Its Solutions

作　　者：张晓琳[1] ZHANG Xiaolin(Center of Sports Culture Development,General Administration of Sport of China,Beijing 100061,China)

机构地区：[1]国家体育总局体育文化发展中心,北京100061

出　　处：《天津体育学院学报》2022年第1期113-118,共6页Journal of Tianjin University of Sport

基　　金：国家社会科学基金项目(项目编号:17BTY051)。

摘　　要：“马拉松跑”是我国体育产业大发展的代表性运动,政府部门和中国田协连续出台多项措施推动马拉松赛事的科学化发展。“马拉松跑”已经成为推动全民健身、弘扬体育文化、建设健康中国的重要平台,成为发展体育产业、推动体育领域供给侧改革的重要引擎,有效带动健身、休闲、娱乐、旅游和设施装备等相关产业发展,使我国马拉松赛事的关注度和产业效应不断增加。采用文献法、调查法、逻辑法等,对我国当前马拉松赛事开展情况进行分析发现,当前我国马拉松赛事增长速度虽快,但由于缺乏科学化发展规划和相关专业人才,导致大量赛事之间盲目模仿,在赛事组织、赛事内容、赛事营销、品牌建设等方面存在较为严重的“同质化”问题,特色和内涵缺失。建议通过建立多方合作的组织机制、建立多样化的竞赛体系、提升马拉松赛事品牌质量、培育全面监管下的产业市场、加强行业人才队伍培养的方式消解“同质化”问题给我国马拉松赛事发展带来的负面影响,促进其实现科学化发展的目标。“Marathon running”has become a representative sports form in the great development of China's sports industry.A number of measures to promote the scientific development of marathon events have been released by government departments and Chinese Athletic Association.“Marathon race”has already become an important platform to promote national fitness,carry forward sports culture and build a health China,and has also become an important engine to develop sports industry and promote supply-side structural reform in sports field,which has effectively driven the development of correlated industries such as fitness,leisure,entertainment,tourism as well as facilities and equipment,so that the attention degree and industrial effects of marathon matches of our country have been continually increasing.In this paper,the literature review,investigation,logic and other research methods were used to analyze and study the current situation of marathon events in China,and the results indicated that the growth rate of marathon is fast in China but the lack of scientific develop⁃ment planning and related professional talents results in the existence of a large amount of blind imitation between marathon events and serious problems of“homogenization”in terms of competition organization,competition content,competition marketing,brand connotation construction,etc.,with no characteris⁃tics and connotation.It is suggested to establish a cooperation mechanism among multiple parties to standardize marathon events,establish a various competi⁃tion system,supervise and administer markets in relevant industries,improve the brand quality of marathon events,and enhance the training of talent teams in this industry so as to eliminate the negative impact of“homogenization”on the development of marathon events in China,and promote marathon events to achieve the goal of scientific development.

关 键 词：马拉松 赛事 “同质化” 

分 类 号：G822.8[文化科学—体育训练] G80-05[文化科学—体育学]