Comparative Research On The Marketing Of Nation Athletics Association Of Developed Countries

In this article,we treat marketing status quos of nation athletics association in four developed countries and china as research subject and adopt documents research and comparison analysis as research method. By using sport management,marketing and intangible assets theory,we analyse organization structures,revenue resources,marketing contents and operation ways of these four athletics associations.Based on analysis above,we compare the differences of marketing operation modes in the five associations.Through summarizing advanced experiences of marketing of the four developed countries,we make some suggestions with marketing operation improvement of china athletics association.The research result is below:1.Nation Athletics Association is the highest level management organization who responsible for the development of track and field in the country.Its duty not only takes on basic management obligation,but also makes self-survival mechanism come true.If we want to know about the self-survival mechanism,we must review more about marketing operation.Currently,the Associations among these developed countries have built a set of comparatively normative marketing mode.However,our Associations can not catch up with steps of other countries in marketing operation.It is very hard to carry out self-survival only depending on marketing.2.The Athletics Associations in developed countries develop the largest revenue from competition,the sale of TV rights and sponsor.However, our Athletics Association develops the largest revenue from government financial support.3.The operation mode of competition and the sale of TV rights have been basically established.However,our athletics association still can not well developthe sale of TV right;almost all right of playing competition are decided by TV station.4.The Athletics Associations in developed countries cooperate very well with their commercial partner and acquire stable revenue from sponsor. But the case of our athletics association is contrary to the situation.5.The revenue sources and the key contents of marketing among these developed countries' Associations are not identical,which all depend on eternal market environment,attention are paid by people,economic development level,and marketing plan constituted by Association.6.There is still much room for intangible assets among these developed countries' Associations to develop,especially in china,because in which the marketing of intangible assets is still at the fledgling stage. Besides,based on summarizing the advanced experiences of marketing among these developed country,we give some suggestions on improvement of the marketing operation in China Athletics Association.