The Initiative Research Of The Development Of The Licensed Procucts Of Sports Games Of China

Licensing is an important content of the intangible assets of sports organizations, major sports games, and famous athletes, and an important area of sports business. The licensed products as a carrier of the sports games'brand image and ideas have gradually become a new growing economy and an significant part of the revenue of the games.his paper aimed at the licensing of The Sixth Intercity Games of P.R.C as the main research object, and took the Olympic Games and the National Games of China as the comparison objects, applied research methods of on-site studies, comparison, talking to the experts, to look for a considerablly mature model for the licensing of sports games which suits the cuurent conditions of China.The main achievements of this paper include:1) Thank to the practice of the Olympic Games, the National Games of China, and Intercity Games of China, the development of licensed products of major sports games of China has been growing more and more mature, and has formed a Chinese-featured model concerning the scale and profit, the ability to develop the market and management with the features of abundent resources, multiple objects and authoritization. But there are also problems such as lack of uniformed brand images of games, loss of talents and experiences, and adequate in-put and concern.2) The exploitation of the licensed products of sports games of China should follow the principles of harmonious development of social benefits and economic profits, and take advantage of distributors'channels, be centered at the games'principles and social benefits, based on the social benefits and economic profits, correct orientation, and scientific market forecast, to settle the fisible targets of the exploitation of the licensed products of sports games. The dicision of choosing licensed producers and distributors should consider the model of license authoritization, the distribution, and betting, a choosing standard should be put forward.3) The licensed products development body monitors, manages, and directs all the procedures of development plan and the marketing conducts from four aspects: operation procedure, QC, sales channels, and contract implementing.4) The licensed products development body should enhence recruiting specialists and talents, and build projects teams, breeding brands, raising the influence of the Games, improving efficiency and effect through importing evaluating expertise and policies, and especially promote and exploit the market in the procedure of licensed products development.