I摘 要在全国掀起“全民健身”的大背景下，“马拉松热”也渐渐引起社会的关注，在此推动下，马拉松也成为当下最热的户外体育活动，中国各个地区开始大量举办马拉松赛事。太原市作为山西省的省会，从 2010 年到 2019 年已经连续举办十届，赛事影响力也越来越大，但是作为国内一个年轻的马拉松赛事，其发展与北京的“北马”，上海的“上马”之间还存在较大的差距，其中衍生品的发展也比较落后，在本论文我将以奥运会和世界杯衍生品的销售为依据，开展就太原国际马拉松衍生品消费现状的研究与论述。本论文将采用文献综述法，调查问卷法，数理统计法和逻辑分析法四种研究方法，从纪念品消费人群，消费者对纪念品的消费习惯，消费者购买能力以及购买目的，影响消费者购买行为重要性研究几方面展开研究，初步研究得出太原国际马拉松赛事主办方应该加大衍生品开发力度，力求衍生品开发更加合理；加强对纪念品经济发展的重视程度；努力发展太原市经济，提升居民消费水平，从而提升“太马”参与者对于纪念品的购买欲；努力发展依托“太马”这一赛事品牌形成的产业链。本文将就以上几方面开展为“太马”衍生品消费现状研究分析，并展望太原国际马拉松发展赛事纪念品经济以及“太马”纪念品经济能为太原城市经济发展所能做出的贡献。关键词：衍生品消费；衍生品开发AbstractIIUnder the background of nationwide fitness campaign, marathon fever has gradually attracted the attention of the society. Driven by this, marathon has become the hottest outdoor sports activity at present, and a large number of marathon events have been held in various regions of China. Taiyuan city as the capital of Shanxi Province, from 2010 to 2019, has held ten consecutive terms, event influence is also more and more big, but as a young marathons in mainland China, its development and the "horse" north of Beijing, Shanghai, there is a larger gap between the "horse", which the development of derivatives is relatively backward, in this paper I will be based on the sales of Olympic Games and World Cup derivatives, carry out international marathon derivatives of taiyuan co...
