The Empirical Study Of The Market Exploring Of The Major Sports Games Of China

As the reforms of the sports administration stucture and the level of the athletic capability of China keep developing, the marketing operation of major sports games has become the irreversible trend. Giving support to the business of sports games and activities, cultivating the resources of sports games, improving the level of the expertise and standardizing of marketing operation centered at building and promoting the brand of sports games, are the main targets of the reform of the sports games marketing operation of China as well as the natural demands of the development of sports.The dissertation takes the National Games of China and the National Intercity Games of China as the research objects, and Olympic Games, Asian Games, and other major sports games as the reference, to launch a systematic study of the marketing operation models of the major sports games of China, especially the 9th and 10th National Games of China, 5th and 6th National Intercity Games of China, in a full-scale. And bring up the strategies to complete the marketing operation of the major sports games of China.The main research achievements include:1) The purposes of the market exploring of major sports games are to promote and sustain for long-term the brands of the games, and to gain the resources like fame, money, equipments, technology, service, etc, which are necessary for holding the games. At present, there are three models concerning the market exploring of sports games of China, government predominant, market predominant, and market predominant with government support.2) The market exploring of major sports games needs the synthetic analysis of the market environments, correct orientation, correct objectives of market exploring, complete mechanism of the organizing body, accurate evaluation of the games, and good disposition and utility of resources. And it also needs to subdivide the market based on the demands and regional condition and to market mainly on the major local state-owned enterprise.3) The market operation of major sports games of China has formed a unique Chinese-featured model progressively by over 20 yeas of beneficial exploration and trial. As to the practice of the market operation of major sports games of China, a reasonable organizing body, clear-cut division of labor and outfit of employee, corporation operation, raising money through multiple channel focusing on the sponsor projects, are conditions of the market operation of major sports games of China.4) There is presently a considerable number of problems with the market exploring of major sports games of China, such as the lack of integrity of the planning of market exploring of sports games and systematization of market operation of sports games, etc. There are demands of changing the perspective on market exploring and attaching more importance to it, respecting the market rules, building the clear-cut administrative operating structure from upper-level to low-level, taking advantage of government supports, establishing tax treatment policies, transferring government resources, in order to maximize of the market exploring achievements.5) The function of market exploring ought to be placed at the center of organization segments of sports games. The agencies'function should be played combining the organizing committee's own market function to expand the market exploring channel. The model of market operation of sports games and the forms of market exploring channel are to be completed. The organizing committees also need to protect the legal benefits of all parties and improve the public influence of the sports games to create more economic and social effects.