The Study On Current Situation And Strategies Of The Commercial Development Of Intangible Assets Of Star Athletes In China

Entering the new century, with the further development of sports industrialization and sports professionalism, the relationship between sports and economic is getting closely, more and more people realize commercial value of the PE "gold mine", the athletes, especially the star athletes , as the main part of sporting, get the unprecedented attention.After the tough efforts, especially in global competitions, they obtain outstanding sports score and have a higher visibility and influence. At this point, right of name,portrait right and other intangible resources of these star athletes, although do not have the object form, it has great value and has become a kind of intangible assets which can bring economic benefits. So the commercial development of intangible assets has become a trend of commercial activities.But in reality, the current study on this field whether theory or practice is still in their infancy, a big contradiction existed because practice lags behind the development of the urgent needs. So this paper will provide scholars with reference and basis for further study by analyzing characteristics of commercial development of intangible assets and present situation. In practical aspects, we put forward several concrete solving measures, hoping that it will useful in commercial development of intangible assets of Chinese star athletes.In this paper, we mainly study on commercial development of intangible assets of Chinese star athletes. We employ literature, case studies, expert interviews, logical analysis, based on the definition of the star athletes, combining the contents of intangible assets, we do deep analysis on characteristics and meaning of commercial development of intangible assets, Against the problem existed, some reasonable development strategy provided.Conclusion: with the development of socialist market economy, the commercial value of star athletes are increasingly being recognized, the commercial development of intangible assets has become a trend of commercial activities. There is a wealth of potential intangible assets resources of star athletes in China, but various reasons resulting in the commercial extent is still relatively low, it is difficult to obtain a qualitative improve in a short term; Staff with a reasonable, well-organized team of professional brokers are essential for the successful development of intangible assets; commercial development of intangible assets of star athletes is a complex systematic project, which requires efforts in many aspects. We can also selectively learn from successful measures of other countries, such as establish the athlete unions, pay more attention to the importance of commercial contract and sign the commercial contract with the star athletes and so on.