Research On The Development Of Intangible Assest On Chinese Canoeing

The development of intangible assets of sports is helpful for the integration of all kinds of sport resources, for the expansion and the improvement of sport industry, for the optimization of the structure of Chinese sport industry, for the improvement of the marketing and innovation ability of the companies in China. This thesis studies the market development of intangible assets of Chinese canoeing sport, uses literature study and expert interview, analyzes the current status and existing major problems of the development of the intangible assets of Chinese national canoeing team, canoeing games and canoeing players, proposes suggestions for future development.The growth of Chinese canoeing can be divided into four phases, they are initiation and stagnation phase; development phase; bottleneck phase and innovative development phase. In the phase of innovative development, the canoeing games system continuous completes, the number and the quality of the coaches increase, the players achieved breakthrough in games. After the year2001, in domestic and international games of16canoeing sports including500m and1000m, new national records of14canoeing sports were set for29times. In Asian Games2002in Busan, the Chinese team won8gold medals, for the first time prevailed Korea and changed the competitive canoeing sport in Asia since then. Particularly, Chinese well-known canoeing players, Meng Guanliang and Yang Wenjun, won gold medal in Beijing2008Olympic Games after they won gold medal in Athens Olympic Games. All the achievements lay the foundation for the development of intangible assets of Chinese canoeing sports.However, there are still many problems in the development of intangible assets of Chinese national canoeing team, canoeing games and canoeing players, which are as follows:the lack of support of legislation and policy, regulation and restriction, which makes the responsibility, the right and the interest of all parties like Chinese Water Sport Administration, cooperative companies, local governments, canoeing team, canoeing players unidentified and not clearly separated lack of participation of professional institutes and groups; lack of channels of development of intangible assets; low recognition of the value of intangible assets of canoeing games by the cooperative companies, which leads to the low overall return on intangible assets of canoeing games.To solve the above mentioned problems, this thesis proposes suggestions as follows:first, improve and perfection the related regulations and policy, change the concept of sport administrative office, integrate the entering standards, approval procedure, and contract model of the market development of intangible assets of Chinese canoeing into legal system, adjust the responsibility, the duty and the interest of all parties according to law. Second, to solve the problem of low recognition of canoeing sports among general people and companies, the publicity effect of media should be fully played, meanwhile through other ways to publicize and promote canoeing sports, explore the cultural value of canoeing sports, allow more people specially teenagers to engage in this sport. Third, strengthen the cooperation between professional institutes, fully apply their expertise, skills, information and experience, provide professional support for the market development of intangible assets of canoeing sport, and gradually realize its market operation.