The Research On The Development Of Intangible Assets In Henan Professional Volleyball Club

With the worldwide impact of the professional volleyball, the professional exploration of Chinese sports volleyball began in 1996. The Chinese professional volleyball league system and the competition system is reformed constantly, and a series of the market-oriented regulations and policies is issued, these reforms effectively improved our professional volleyball development environment and promoted Chinese volleyball professional process. The professional volleyball club of Henan is a product of volleyball's professionalism of China, and is the highest level of professional volleyball in Henan Province. However, after 10 years, there are still some problems in management and marketing developments. The club is only the name of professional clubs, does not have entity. It still take the body worker team's old way. In particular, the management and development of intangible assets of the club can not be optimistic. For this reason, the author have carried out the investigation of the current situation, the existence question, such as corporate sponsorship, ticket management, athletes transfers and media broadcast in the men an women professional volleyball club of Henan Province, and have proposed appropriate measures, in order to help the club in making better exploitation of intangible assets, and accelerating the professional development, thus promoting process of Chinese professional volleyball club.In this paper, by using the different research methods, such as, the documentation method, the questionnaire investigation method, the interview method, the mathematics statistic method and the logic analytic, the author choose the intangible asset of the men professional volleyball club and the women professional volleyball club of Henan participating in the 2008-2009 national volleyball tournament as the research object. It analyzed the current situation and problems of the intangible assets development of the volleyball club of Henan Province deeply and have drawn the following conclusions and have put forward the constructive suggestion.The current situation of the professional volleyball club of Henan: The development of intangible asset is mainly the naming rights, advertising rights management, business clothes the right signs, tickets home business; The 68.5% staffs of club do not know the sports intangible assets, the development awareness of intangible assets is not strong; The development scale of intangible assets of the women Volleyball Club is less than the man's; The clubs have found a title sponsor, but the amount is not instability in corporate sponsorship; The more advertising rights is replaced to the enterprise; The ticket sales have increased through various measures, but the home audience is still small and the atmosphere is deserted; Although the club have developed the intangible assets, such as the clothing logo, the player transfers, the media, but the development is not enough and ineffective.The existing major problems: (1)The development of intangible assets is too narrow; (2)The laws and regulations relating to intangible assets do not sound perfect; (3) The management and development level of Intangible assets is not too high; (4)Does not focus on the intermediaries.Countermeasures: (1)to clarify the proper ownership of club, to make responsibilities, rights, benefits clear, to improve the club institutional setup, to set up the necessary market operation Development, Finance Department and Legal Affairs, etc.; (2)to strengthen the club intangible assets research, to update concepts, to strengthen the development of consciousness, to widen the intangible development area; (3)to strengthen the technical and tactical training, to raise the level of competition and to strive to obtain good results in league; (4)to strengthen the building of reserve personnel, to expand the scope of player selection, to introduce the star players from the other club, so to improve the club strength and make the appropriate development of intangible assets around the stars; (5)to enhance communication between the media and sponsors, so to expand the club influence and attract business sponsorship; (6)to build a variety of channels to communicate with the audience, to cultivate fans and the volleyball market, so to raise the club profile; (7)to establish the club marketing department, to introduce high-quality management personnel, so to make intangible assets development scientific and standardized; (8)to perfect relevant laws, and issue laws and policies in favor of industrial development, to improve the athletic performance market environment; (9)to learn the advanced management experience from the foreign sports club, to perfect the management strategy of the club intangible assets.