Study Of The Market Operation Of China's Professional Volleyball Club

The implement club system and the professionalism are the main tendency for competitive volleyball development. Now the Chinese professional volleyball clubs are quite backward in the aspect of operation scheme, which mostly is in the exploration period of transformation from specialization to professionalism. The key points of the professionalism development of volleyball movement are to solve the problems existing in the management of Chinese professional volleyball club as soon as possible and to find an operation way which can be used to produce the mutual benefits for the club, the government and the enterprise. Therefore, taking the Chinese professional volleyball club's operation mechanism as the research object, making deep research of the problems existing in the marketability operation process, and searching for the way to raise the level of the Chinese professional volleyball club marketability operation have important theoretical value and practical significance.Based on analyzing a large number of related documents at home and abroad, interviewing experts, as well as on-the-spot investigation, guided by the theory of club and industrial economics, and applying methods such as descriptive statistical analysis, contrastive analysis, model analysis and so on, this dissertation makes a systematic research on the related questions of Chinese volleyball club market operation mainly from the points of elementary theory outline, present operation situation description as well as empirical analysis and so on.Systematically recognizing the basic theory of professional volleyball club is the foundation of this study. Based on the related document analysis and on-the-spot investigation, taking the professional volleyball club's concept and characteristic as a starting point, this dissertation makes a system analysis on the professional volleyball club's goal mechanism, the organization mechanism, the management system, as well as the establishment condition, the development process of the market operation and the future tendency.The comprehensive understanding of the present situation of professional volleyball market operation has provided the reality basis for this article research. This article analyzes the Chinese professional volleyball club market operation condition from multi-aspects, such as the club's revenue and expenditure condition, the athlete management condition, the cooperation relations between the clubs, the medium and the sponsors, the foreign propaganda condition.Analyzing survey datum of market operation of the professional volleyball club and constructing Logit model used to analyze the enterprise sponsorship will for professional volleyball clubs are the focus of research paper. The results show that some problems exist in the market operation of Chinese professional volleyball clubs, as follow: single source of funds, slow reform process, the unprofessional market operation, and show the factors affecting the market operation of professional volleyball clubs, as follow: lack of market plan and research, low level of social recognition, the extension of traditional management system.Statistical analysis results based on Logit model show that the culture level of the enterprise management has great influence on the sponsor will; the management kind, quantity of employees and income from advertisement have some influence on the sponsor will; what kind of industry and what kind of property have little influence on the sponsor will.Proposing the suggestions to improve the Chinese volleyball club market operation is the essences of this article. According to the questions we met during our research, to the reasons producing these questions, we put forward some suggestions of club market operation, as follow: (1) the state should strengthen the government propaganda support and encourage clubs market operation; (2) the volleyball association should bring into their full play and promote the club market operation; (3) the clubs should play the subjective dynamic role to realize sustainable development of market operation; (4) the athletes and coaches should improve the their own quality and accelerate the development process of club market operation.