Research On The Present Situation And Countermeasures Of Market Development Of Shandong Xuecheng Automobile Sports

National Automobile Field Cross-Country Championships (hereinafter referredto as “COC”), is sponsored by Federation of Automobile Sports of PRC, approved bythe General Administration of Sport of China as being included in the seriescompetition of annual national sports competition plans and Federation of AutomobileSports of PRC. In2009, Xuecheng District, Zaozhuang became COC substationvenue, approved by General Administration of Sport of China and Automobile andMotorcycle Sports Management Center of China.Over the past five years, Xuecheng District has undertakn many nationalautomobile events, and during the period, various tasks assigned by GeneralAdministration of Sport of China successfully have been completed; the automobileevents also have played some roles in promoting the prosperity of economy, cultureand automotive industry in Xuecheng District. However, there are still many defectsin market operation of COC Xuecheng Station. Therefore, it is very necessary to carryout the market research on COC Xuecheng Station from the perspective of promotingsustain and healthy development of the events.This paper takes COC Xuecheng Station as research object, analyzes the itsstatus quo through literature, field investigation, expert interviews and other researchmethods, on this basis, analyzes its problems and discusses how make bettermarketization operation, and reaches the following conclusions:1. Automobile sports are underdeveloped in Shandong province, since the massbase is weak, but COC with its own events characteristics has attracted numerouscities, and has very good development prospect.2. Based on the SWOT theory, it is concluded that COC Xuecheng Station hasunique advantages in culture, history, policy and other aspects, but also there arecertain threats and challenges.3. Through the study on the current status of the COC Xuecheng Station, it isfound that its market-oriented operation is basically comprehensive and detailed, buteffective measures are short in event promotion and attraction investment, etc.4. In the face of problems in market-oriented operation of COC Xuecheng Station,4p marketing theory is used to study effective countermeasures, such as improving thequality of competition, widening the channels of publicity, intensify investmentpromotion, etc.