Research on Optimization of F1 Event Marketing Strategies in China Based on Comparative Analysis

Abstract

This study adopts the 4P marketing theory as the analytical framework, aiming to explore the current situation and optimization methods of F1 in the Chinese market. Research has found that the Chinese Grand Prix has reached an international first-class level in hardware such as track facilities and operational professionalism, but there are still shortcomings in event culture, ticket structure design, venue expansion, and cross disciplinary marketing: most of the event products focus on sports events themselves, lacking cultural symbols and urban characteristics; The ticketing system is complex and the value of additional services is limited; The audience mainly comes from China and has not fully utilized the role of the event in promoting tourism and consumption; A single promotion method lacks cross-border cooperation and is difficult to sustainably expand its influence. To this end, this study proposes optimization strategies from the following four aspects: strengthening the cultural connotation of event products, optimizing ticketing structures to enhance differentiated experiences and ticket purchasing efficiency, expanding channel coverage, extending offline activities of event brands to the national level, and combining them with online dissemination to form linkage and promote cross-border broadcasting models. This study enriches the research on cross-cultural marketing and localization practices of sports events at the theoretical level, provides actionable suggestions for the development of F1 in China at the practical level, and provides reference for the promotion of other top international events in emerging markets.