Government Fuction In The Proces Of Cultivating Beijing Sports Brand Events

As a kind of complex global economic and cultural phenomena sports brand events influences on urban development and urban competitiveness more and more are taken seriously. A city to develop sports brand events and compete for it, the real meaning is to obtain and enhance city competitiveness. Cultivating sports brand events is the important content of urban competitiveness promotion. The city brand events development cannot leave the prosperity of the market of the events and positive government function, the balance between the two is key to keep brand events vitality, expand the influence and extend the radiation ability of the event. The core problem of sports events reform of management system is to correctly handle the relationship between government and market, make the market play a crucial role in the allocation of events resources and better exert the role of the government.Sports brand events is a business card of international sports centre city. Make a beautiful sports card is of great significance for Beijing construction of world city with Chinese characteristics. As the city leader of all kinds of sports events, Sports brand events operational management level affects the city sports industry development level. Behind "government regulation, social undertaking, and market operation" concept, to further handle the relationship between government and market effect in the allocation of resources is important. Therefore, from paying attention to the basic role of market allocation of resources to arousing the enthusiasm of market main body, make the market decisive in the process of allocation of resources, better playing the functions of the government for perfecting the urban brand events cultivation mode and mechanism and to realize the significance of urban sports events industry better and faster development is obvious. By adopting the literature material, interview survey, field investigation, case analysis, data envelopment analysis(DEA), comparative analysis, mathematical statistics, the paper makes a research on the Beijing brand events function government role motivation, methods and performance and conclusions are as follows:1. Sports brand events are the sporting events that in the region and around the world enjoy high popularity and reputation and loyalty, own good market operation ability, appeal to the public and the media attention and participation, has a unique cultural connotation and continuously are held. Brand events are divided by the popularity and radiation area, the right to access, the life cycle of the event, programme settings characteristics, operating body and contain cultural, sustainable, leading and clustering features. Beijing sports brand events government function is that according to the current Beijing imperfection competition performance market, the Beijing municipal government sectors adopt some economic and administrative measures in events market, encourage and stimulate some immature, incomplete or operation failure market mechanism, through direct or indirect intervention to promote diversified market main body to participate in the bid, organization and operation, realize the rational allocation of resources and effective utilization, promote the development of Beijing sports brand events, meet the diversified and multi-level sports demand.2. Seen from the Beijing sports brand events cultivation history, it can be divided into initial germination(1990-2001), a preliminary exploration(2002-2008), developing(2009-present) three stages, different stages based on the cultivation policy and the system reform of the event present different characteristics. Seen from foster main body, include the Beijing municipal government, also involve government departments containing the municipal sports bureau, the municipal propaganda department, municipal development and reform commission, municipal finance bureau, municipal tourism bureau, and as a competent department, the Beijing municipal sports bureau implements more specific cultivation measures; Seen from overall characteristics, most single highest level international events, give priority to introduce events and own creating events complementary, category plural, cross interaction between fixed events and one-time international events. Seen from market-oriented operation, the private product attributes and the event products and services characteristics of supply and demand determine the need to strengthen the market operating, but the market development income and structure are not ideal, in addition to the individual event most are losing money, and gives priority to sponsor income, the future marketization operation state would be in a progressive, diverse, unbalanced situation. Despite marketization operation is in dilemma, seen from brand event impact on the city of Beijing, promote city popularity and city image, drive the development of public welfare, pull the development of related industries, and promote Olympic venues use, power to bid to host the winter games, etc.3. Beijing sports brand events government function motivation contains the market failure, market loss and the event organization management speciality, etc. Sports brand events not only because of public goods, externality, monopoly, information asymmetry have market failure problem and cause events resource allocation not achieve the pareto optimal state; at present, there are a lot of lack of market and non-profit organizations voluntary failure to participate in event operations; In addition, the brand event organization and management are complex, involving many aspects. In sports system transition and mechanism transformation, giving full decisive role play to the market in the allocation of events resources, cultivating sports enterprise organizations and non-profit organizations, government departments also plays an important role, not only to solve the lack of market failure and market loss, but also solve the voluntary failure in the event supply. Especially in the market mechanism and social mechanism not in place for a long period of time, in certain conditions, government departments still need to implement positive policies in the brand events cultivation to guide and set up event diversified supply structure.4. In terms of sports brand events overall operating mode, the Beijing municipal government departments in the event operations have been exploring and perfecting the government regulation, social undertaking, market operation mode. But in the process of individual events cultivating practice, diversified operation mode has been constantly taken on, except the part of the big brand events government in dominant operations, the state-owned enterprises, collectively owned enterprises and private enterprises are dominating running events. In different operating mode, the type and extent of government involvement is different. And seen from the specific ways and means of government function, the Beijing municipal government departments are through events overall planning and deployment, cultivating diversified operating subject, policy and laws to support bid to host the event, giving the financial support, participating in the event organization and coordination, building event business promotion platform, promote related industries integration and docking to cultivate and promote the development of brand events. However, by combing the government function still exist certain difficulties, including event examination and approval system reform to accelerate, brand events management system and related laws and regulations not adapting to the new situation, the overall strategic planning of the event to need to strengthen, brand events cultivation effect evaluation and supervision not perfect, the market power of the event and fit with the city to ascend, and so on.5. As one of the way of government function, government funding is the important system innovation in sports brand events cultivating. To actively cultivate sports brand events, by setting up specialized management institutions, set up a complete system, make clear review procedures, form a strict supervision mechanism, attain the help of relevant multilateral force, Beijing launched actively exploring to fund events and accumulated valuable experience. Although the Beijing brand events government funding quantity, setting time, supervision and inspection ahead of the national, but still exist in the practice of government funding the lack of reasonable classification management of subsidising event, private capital participation underpowered in the events operation, lack of the event benefits evaluation and national capital participating in events operation inadequate; Future events funding should be devoted to the formation of a confluence of events planning and funding, expand space of the private capital in the event operation and organization, utilize a third party to carry out evaluation on the effect of events in all aspects, constantly solve events public goods and externality problem, completes argument of the state-owned capital to enter the realm of event, etc., continuously develop the effectiveness of government funding, promote the development of brand events in Beijing.6. Performance improvement is the inevitable requirement of cultivating sports brand sports events, is the city sports brand events power source of acquring sustainable competitive advantage. Using data envelopment analysis method of CCR, BBC, SE-DEA model, implement preliminary assessment measurement of Beijing sports brand events government investment efficiency, and compare and analyze sports brand event input efficiency with other sports event input efficiency. Seen from the results of DEA calculated efficiency score, the Beijing sports brand events investment efficiency is relatively high, whether comprehensive efficiency or pure technical efficiency and scale efficiency are higher than other reference events, and sports brand events investment efficiency difference is less than other reference event, but the sports brand events also has a part to need to expand and to reduce the corresponding scale; Super efficiency model causes sports brand events efficiency discrepancy more apparent and differentiating, the former six events are China Tennis Open, Chinese Polo Open, Beijing Marathon, the World Snooker China open, TIM Italian Super Cup, the Ring of Beijing Professional Road Cycling Race, among them, the China Open investment efficiency is highest. Based on the input efficiency difference, should adopt different investment strategies.7. The Beijing sports brand events under the government departments actively cultivating are growing, various aspects benefits gradually appear, but the government still has certain difficulty, to better give play to the role of government, strengthen the event services, from the point of government role, the Beijing municipal government departments in the the process of fostering event should play services arranger, moderate producers, supporter, supervisors and policy makers, performance evaluator, multivariate supply subject coordinator and examination and approval system reform facilitator role; Based on this, the government function optimization direction should aim at actively conduct events examination and approval system reform, accelerate the reform of event related management system and legal system construction, strengthen the relevant overall planning of sports brand events, promote sports brand events foster government performance, explore the implementation of brand events service standardization, in order to better promote the development of Beijing sports brand events, meet the demand of diversification of public sports.