The Research On Market Development Strategy Of The National Games

The National Games is the largest-scale,highest-level and a comprehensive game in China.The tenth National Games has been held successfully till now since the first one in 1959.It plays a very important role in promoting Chinese development of sports and in bringing China into the range of the world great sports powers.It can also propel the development of the sports for all and improve the public health.With the rapid development of market economy and the sports industry, exploiting the market potentials for the modern sports event becomes more important and has been a significant source of raising fund for it.Under the current circumstances,to do research on market exploring of the natinal games and make the effect of it have become a very meaningful issue.This paper assessed and summed up some strategy characteristics of all previous games,analysized the inner relationship of every subject of market exploring to propose the market exploring strategy on the basis of literature,interview,logic analysis and other means Following are the main conclusions:1,Reviewing the strategy characteristics of all previous national games,we can divide them into three stages in accordance with the extent of the market development:the nascent stage(from the first session to the fifth);the beginning stage(from the sixth to the seventh);the rapid development stage(from the eighth to the tenth).Features are different at various stages.2,In the recent sessions,weak points are mainly shortage of rules and regulations on the development and management of the market and also of special authority organs and operating systems.Currently the national games has no brand of its own,which is the most vital factor restricting the market development.3,The great success of the market exploring of Olympic Games is mainly attributed to a complete brand system,a special institution in charge of the market development,a proper market development strategy and the rapid growth of the global media.4,Government,the national games organization committee and the targeted customer group are the three most important factors in the market development,each with their respective role as a guarantee,kernel and the key.If we want to construct the strategy,we should consider the three factors.The author gave the following recommendations:1,China should further improve the strategic positions of government, the national games organization committee and the targeted customer group, coordinate their relationship and give full play of their own roles to propel the sound development of the market of the national games.2,The government will,as always,attach great importance to the value of the national games because improvement of the game and the emphasis from the country and provinces will surely attract more customers.3,The government and organizing committee should make joint efforts to strengthen the establishment of the national games brand,build the brand system,consolidate the resources and improve its market value.