China-US Comparative Study Of Professional Competitive Sports Marketization

At present, many countries with developed market economy use the mode of professional competitive sports to run sports in order to improve the level of competitive sports. "Marketization" has become the international mainstream mode of operating competitive sports. In the process of Chinese professional competitive sports marketization, they have introduced social resources to ease the financial burden of government, and allocating resources through the market to improve the effectiveness of economic resources and solve a lot of deficiencies on management in the original planned economy system have been solved. "Marketization" has become the direction of reform in Chinese professional competitive sports. However, at the same time, the development of professional competitive sports also have exposed some problems in the process of marketing operation, such as the marketing degree of professional competitive sports is low. From surface, the cause of the problem is the poor management of the club, which lead to serious losses, but the deeper reason is the inefficient property rights arrangements and a range of issues which are caused by the control of property rights and incentive problems and so on. This article will have a comparative analysis of China-US professional competitive sports marketization through three dimensions, which are property rights system, control mechanisms and incentive mechanisms to find problems and solutions to solve problems. The three dimensions is crux of the marketization, because defining property rights is the basis and prerequisite of the market, and property rights turmoil will hamper the development and expansion of market. At present, the problems of Chinese professional competitive sports are unreasonable arrangements of League property rights system and unclear property right of club. This article will show problems existing in property right of Chinese professional competitive sports through analyzing China-US professional competitive sports.At the same time, property rights turmoil will cause inefficient control mechanisms and poor incentive mechanisms. These problems will also restrict marketing development of Chinese professional competitive sports. This article will demonstrate problems existing in Chinese professional competitive sports and solutions to solve problems, and give feasible suggestions and improvement measures to solve problems of property rights system, control mechanisms and incentive mechanisms...