| Sports event is the qualified resource. Its fierce confrontation, exciting and freshness deeply attract audiences. Other performances can't compare with sports event in its obvious social benefits, unpredictable results, competitive race and tension. Because of competitive, exciting and unpredictable features, television is the best media to meet the needs of watching.Modern sports event and television have the possibility of cooperation and achieving a win-win situation. TV broadcast enables sports event faster expansion, the more coverage of society, and the raised value in sports event. Sports event can provide remarkable content to TV stations, increase audience rating, improve TV advertising benefits and offer an excellent way to profit for TV stations. With the development and popularization of television and broadcast technology, television broadcast has also been extended to other sports event. Furthermore, TV broadcast right has been regarded as the golden zone of sports market. The sale of TV broadcast right is an important way to raise funds for international sports competition and TV broadcast right has become the main economic resource of many sports events. The passage studies the marketing strategies of sports event TV broadcast right in China. First, hopefully sports event TV broadcast right can promote TV, sports events, sports organizations and sponsors so as to boost economic development. Second, hopefully the passage becomes the beneficial exploration in sports event TV broadcast right of China.Based on the reality of China's sports event TV broadcast right, the passage firstly proposes the practical significance, analyzes the importance of sports event TV broadcast right and the necessity of studying its marketing strategies. Second, the passage points out five problems in marketing of sports event TV broadcast right. Then, the passage analyzes the marketing strategies of Olympic Games TV Broadcast right by all-round, multi-angle comparative analysis. By marketing theory, brand marketing & management theory, the paper points out two theories we need to study. Finally, the paper presents the marketing strategies of China's sports event TV broadcast right.(1). Excellent events organized can attract broadcasters, sponsors, media, as well as the spectators'attention and input. According to the requirements of holding quality events, the rules of the game of some sports items should be adjusted; according to the development of the competition level and the changes of the audience demands, we should take some adaptable and guiding measures. The main aim of adjusting the competition rules is to improve the enjoyment of the competition, the intense and the social concerns,to come up to the effect of packaging for the events and to enhance social acceptance towards the match organizations. Excellent events can be organized from the aspect of the innovative nature of the game and also can be packaged. First, adjust racing conditions to difficult level, by increasing competition level and the difficulty of competition means, setting players'or teams'level, adjusting the rules of the game. Second, innovate the competition system, through equipments, clothing changes in the form of competition. Third, create a game atmosphere. Four, meet the needs of the audience to contact the stars.(2). Television stations have high requirements in broadcast. TV is an integrated art and the art of the sensitivities that the television viewers are attracted by variety, but in the first place they should be on the influence of television language arts, and also on the organization of television programs and language capacities. TV language is not only referring to the narrow language and it is the means and ways to obtain the information, such as sound, music, composition, shape, color, light effect which are an important element of language television and they can construct lively, vivid picture language. For TV viewers, appreciating TV programs would have a stronger sense of involvement, which constitutes a unique aesthetic of television arts and participatory.(3).Fully protect the interests of sponsors. The return form to the sponsors should be diversified. Enterprises sponsoring the games can provide effective financial and in-kind support. In return, sponsored enterprises should enjoy the corresponding rights and interests, and the brand and reputation of the corporate sponsors will have an unprecedented increase.(4). Start sports events broadcast sales promotion. First of all, we should determine reasonable price to broadcast. Second, we must cultivate sports television market. We can start sports events broadcast sales promotion in the areas where the people are not enthusiastic about the broadcast sports events and they are economically underdeveloped. Again, break the CCTV monopolies and implement free competition.(5). Set up powerful agencies. Sports event intermediaries are an important factor in market running. In China's market economy environment, event management departments should vigorously strengthen cooperation with brokers, using domestic and international sports services intermediary's advantages in resources and introducing advanced management concept to achieve market-oriented operation of the event mechanism, and form brand event through joining the related industries.(6). Legal services: an important guarantee for brand marketing. At present, we only have Trademark Law, Patent Law, Copyright Law and other common legal protection and there is no specific legal protection system. For example, there is no clear "sports broadcast rights" concept and the relevant provisions in the Copyright Law. Therefore, in the marketing broadcast rights, it is necessary to establish more targeted law. So we should bring "sports broadcasting rights" into China's relevant laws as soon as possible and it will be helpful to market sports broadcast.(7). Win media propaganda, get help from the power of the media and make greater efforts to publicize. Apart from the news conference, propaganda usually means hyper initiatively design a ceremony, procedures or media events by planning. These ceremonies or procedures must have the form of high "news" - in line with the general direction of news standards.(8). Implement a long-term marketing strategy. Long-term policy can change the sponsors'behavior from short-term into long-term investment. And it is helpful for the business growth.In the sports marketing process of TV rights, we should pay more attention to the above-mentioned aspects and pay attention to the dynamic effect of sports events, increase marketing highlights, reflect features of the times, and integrate marketing.
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