This paper studies the event brand image of Beijing marathon using data of running blog through word frequency analysis .The result shows that 1) in contrast with the traditional survey questionnaire ,running blogs w ritten by running participants have better data reliability and validity ;2) the analysis of running blog from network shows the event brand image more effectively than traditional methods ;3 ) analysis method within running blog form network is very open and dynamic ,and is also an effective method for monitoring event brand image ;4 ) a‐nalysis results show that Beijing marathon successfully set up "China's most influential mara‐thons" image in participants’ mind .
event imagerunning blogword f requency analysisBeijing marathon
NETL
NSTL
万方数据
