The Research For The Strategies Of The Seventh National Peasant Market Development

The Seventh National Peasant Games in 2012 will be held in Nanyang. It is a rare opportunity to both Nanyang City and Henan Province, while facing enormous challenges for Nanyang which is an economically less-developed prefecture-level city, the biggest difficulty is how to raise funds. Market development as one important source of funding to the current stage of China's comprehensive sports events, which is more and more draw event organizers'attention, is a measure of an important indicator of overall efficiency in competition. In recent years, China's scholars have done a thorough and meticulous research in sports market development, but more concentrated in the Olympic Games, National Games and other events, while the Peasant market development research is relatively rare.In this paper, literature, field trips, expert interviews, statistics and other methods used to investigate the market development of the National Peasant Games related theoretical questions, analyze the status of the National Peasant Games market development, and combine with the actual Nanyang situation, put up strategies of the Seventh National Peasant Games Market Development. After preliminary study , I can conclude that:First,a sports event marketing is a process that the organizers of sporting events do marketing activities in all types of resources owned by sporting events through various means ,and they make sporting events ornamental value and the value of commercial media to achieve their commercial value through the market.Second, the current development of China's National Peasant market channels mainly in the following areas: sponsorship investment, franchising, social donations, ticket sales, events and television rights. China's National Peasant's market development should focus on partners, in accordance with " invigorate large while relax small ones " , according to the first partner, after the sponsor, then the idea of suppliers to carry out the event and sponsored by China Merchants.Third, the National Peasant market development is divided into three phases: embryonic stage, basically forming stage, a relatively mature stage. And the problems include: there is no unitary market development subject; did not play a role in Peasant's brand; the lack of professionals, and intermediaries is weak; lack of integration to the match resources , and excavation is not sufficient; the unreasonable pricing of resources, services return is non-standard; market development is blind, key objectives are unclear.Fourth, China's national conditions, Peasant's characteristics and the actual circumstances of Nanyang will determine the market development which need government support and market-oriented ,and it is only possible solution to maximize funding. The main objective of market development can be summarized as follows: to raise funds for the event (including materials, technologies and services, etc.), and reduce the local governments'pressure; propagate Nanyang as much as possible and establish Nanyang city image; establishing, maintaining and developing Peasant's brand image.Fifth, the advantages of the market development: prepare for a long time, and the market development work starts early; Nanyang's long history and brilliant culture; Nanyang's abundant tourism resources; The Government's support to the market development. The disadvantages of the market development: Nanyang's economic underdevelopment, venue construction is lagging behind; the operating standard of the large-scale events is not high, market development lacks experience. Market development opportunities: steady progress in building new countryside, the rural market potential is huge; the western development strategy as well as the rise of Central China city group. The threat of market development: The National Peasant's own deficiencies; the impact of the global financial crisis; China's major sporting events into the fatigue of.Sixth, market development will be put forward include: integrate the resources of system; strengthen games combined with the Nanyang's tourism ,and tourist resources plays an important part in it; to highlight the "human Nanyang"; base on the province, and radiate the whole country; to further enhance publicity; truly "income and reduce expenditure," to save money; establish a professional market development team.