中国马拉松产业发展报告（2020～2021）
中文摘要
《中国马拉松产业发展报告（2020～2021）：马拉松赛事与赞助市场分析》由北京体育大学马拉松皮书课题组组织编撰，智美体育、北京中锐体育产业公司专家及管理人员为本书研讨、数据调研及访谈提供了宝贵的参考意见及支持。
该蓝皮书旨在描述当前中国马拉松赛事状况，分析当前中国马拉松赛事存在的问题和制约其发展的因素，并根据当前中国马拉松赛事的实际情况，对其未来发展趋势做出研判。
受新冠肺炎疫情影响，2020年马拉松部分赛事不得不取消或延期，但2020年末举办的规模和影响力较大的大型马拉松赛事还是获得了很好的赞助支持。马拉松产业的市场主体不断壮大，一批具有发展实力和增长后劲强劲的企业不断涌现。在赛事运营，马拉松俱乐部，运动类App、户外运动产品等产业或服务方面形成产业链。马拉松运动消费额不断提高，有力地推动了体育消费的增长。马拉松赛事结合人文、自然景观等特色，形成多样化的城市特色赛事。马拉松产业及赞助市场发展对策及趋势：马拉松产业的上下游产业链逐步形成和完善；各地结合人文、自然景观等特色，因地制宜发展多样化赛事；赛事参与各方共同打造具有知名度和差异化特色的品牌赛事；马拉松与科技、旅游、健康、休闲、文化等产业融合发展，形成线上、线下马拉松的协同有序发展态势且多产业融合与聚合，互相促进；赞助商与赛事结合越来越深入；国内马拉松赞助商显示出本地化的趋势；对于新兴的马拉松赞助市场，其赞助效果具有较好的潜力。
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总报告
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专题篇
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案例及借鉴篇
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附录
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