Research On Naadam Market Development Model

Naadam, which means "game", "Entertainment" or "fun" inMongolian, is the Mongolian traditional mass sports events. Naadam has been given many modern cultural connotations, and now becomes the comprehensive activities including games, entertainment, song and dance performances, cultural exchanges, tourism, trade, investment and so on. Naadamwas passed down mainly by custom, its cultural system not being reshaped with the development of the times. Compared with the rapid development of modern society, the development of Naadam lagged behind and can't keep pace with the times. There're a major defect in its operation and management, which results in its minor effects in the fierce market competition. The belief that Naadam advocates nature be respected is increasingly collapsing and Naadam is at the risk of loss. All these have caused a real bottleneck for Naadam.In order to help it go out of woods, Naadam, as a representative of the grassland will have to integrate its traditional culture with market economy as the path to market development. China hasn't reached the stage of market economy from that of planned economy, leading to the fact that Naadam market development can not work well without government support. The government should give Naadam some preferential policies in legislation, taxation, brand protection and other aspects and become the strong backing for Naadam market development. Second, the government should use administrative resources to establish a special Naadam Committee, whose specific duties are as follows:to fix Naadam date; to determine Naadam's purpose, spirit and motto; to determine its icon, flag, emblem and mascot; to be fully responsible for the management of Naadam market development. Meanwhile, the Naadam Committee should be responsible for recruiting the intermediary establishments to implement the specific policies, transmitting information to the clienteles.Combined with the successful experience of the 2008 Beijing Olympic Games, the traditional Mongolian culture and the traditional Mongolian physical training, as well as the economic situation of Inner Mongolia and the Naadam's initial stage of market development, the program including commercial sponsorships, exclusive operations, ticket sales, donations and television rights was designed in this paper. Commercial sponsorships means the Committee encourages the organizations to make investment in Naadam based on different ranks including partners, sponsors and suppliers. Exclusive operations are that the Committee authorized the businesses to make certain products and sell some service and use the logo products. At the initial stage of market development, Naadam's ticket sales were not optimistic. New strategies can be designed to increase ticket sales and present Naadam cultural and its ecological philosophy. Social contribution has a heavy share at its initial stage. The television broadcast rights should be given freely to CCTV, brother province television and Inner Mongolia television. This paper is intended to reveal Naadam market development programs designed considering the real situations in Inner Mongolia and China, thus a constructive way to its. market development can be found.