消费升级浪潮之下,奔跑在路上成为一种时尚。我们在消费马拉松,但同时也在被马拉松消费。在体育产业链尚未完善,鱼龙混杂的赛事和各种营销宣传之下,跑步这项简单的运动变得不简单。产业蛋糕是由跑友们的需求而做大的,他们的需求决定了后续分蛋糕的可能规则,而他们是如何看待马拉松的呢?这期“读数”栏目面向《商学院》杂志全媒体平台近百万粉丝群体,进行了关于跑步运动的调查。我们发现虽然存在一些问题,但以马拉松赛事为代表的跑步运动市场需求还处于未被满足阶段。比如,人们更多地把跑步当做一种积极的生活方式,参加马拉松比赛的目的性不强,但有较大需求,六成人认为行业没有过热;对赛事组织体验要求高,担心身体出问题和赛事组织出问题的人数相当;九成以上人没有受过专业指导,因跑步而受伤者占一半;普遍认识到赞助费占赛事盈利的主要部分,报名费微不足道,但对衍生品市场还是有接受度;冠名马拉松赛事对汽车品牌的宣传效果还需要 Under the wave of consumer upgrades, running on the road has become a fashion. We are spending marathons, but are also being consumed by marathons. In the sports industry chain has not yet been perfect, mixed race and various marketing campaigns, running this simple exercise has become simple. Industrial cake is made by the needs of runners and bigger, and their needs determine the possible rules follow-up sub-cake, and how they view the marathon? This period “reading ” column for the “Business School” magazine Media platform nearly a million fans, conducted a survey on running sports. We found that although there are some problems, but the demand for running sports market represented by marathon is still not met. For example, people are more concerned with running as a positive lifestyle, with less purposeful participation in marathons but with greater demand. Six out of ten believe that the industry is not overheating. They are experiencing demanding organizational experience and are concerned about physical problems The number of troubles in the event organization was quite high; over 90% of people were not professionally trained and were half injured due to running; it was generally recognized that sponsorship fees accounted for the major part of event profitability and the registration fee was insignificant but still acceptable to the derivatives market ; Title marathon race brand awareness of the effects of the car also needed