Research on Commercialization Pathways of Marathon Event IP Integration with Folk Culture——Analysis Based on Enhancing Event IP Recognition and Cultural Influence

Abstract

With the sustained positive development of China’s economy, people are paying more attention to the spiritual value brought by sports events, and domestic marathon events continue to develop. This paper addresses the current situation of severe homogenization and insufficient integration of folk culture in China’s marathon events. Combining questionnaire surveys and case analyses, this study focuses on three core issues: audience cognitive preferences, differences in cultural presentation effects, and the balance between commercial and cultural objectives. By analyzing domestic and international event operation practices and comparing marketing strategies of different marathon events, it points out shortcomings in domestic events such as low cultural added value, homogenized derivatives, and lack of experiential mechanisms. Through research, three breakthrough paths and optimization suggestions are proposed to construct event cultural genes, create immersive experiences, and leverage policy-market synergy. The aim is to promote the evolution of events from traffic monetization to emotional connection, achieving a win-win situation for commercial value and cultural heritage.