| Modern national games have not only the value of sports, but also the characteristics of globalization, persistence, integration, super enlargement, cultural abundance, long-term organization, huge amount of investment, numerous participation and high level of competition which make the games become an activity that has enormous social, political, economic, cultural and other eye-catching combined effect. Its impact has surpassed any other current social and cultural activities. Meanwhile it has evident effects upon the economic growth of the host city and its surrounding areas and becomes one of the industries which have the most dynamic growth potentiality.In this paper, System Science as a theoretical basis for large-scale marketing of sports events that can be explored, from the event system, the composition of the elements and the interrelationship between the elements start to explore the principles of value creation event system, through the study and define the internal operation of the event marketing mechanism for the marketing of the event can be made a theoretical support.On this basis of systems theory, the essay studies the Eleventh National Games marketing system planning and design. Through case research method, drawing on the foreign advanced experience of event management, combining China's specific national conditions. Analyze resource of the eleventh National Games Event. At the conclusion of the Eleventh National Games of the process management and business development model based on the strategic planning of the event marketing, marketing strategy conducted a systematic analysis and research, etc., and using systems theory analysis of its sponsors service systems, service outsourcing and characteristics of service delivery system. In order to achieve optimum management of reference, and further enhance the sponsor's service on the awareness level of service sponsors, and great important to promote the development of Chinese sports sponsorship market.
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