"China Cup" International Regatta Event Operations Research

Sailing in the1950s began to enter China, the reform and opening up the development of China’s sail ing events to create a good market opportunity. Sailing enthusiasts and sailing event in that the development of fast becomes one of the sports industries. At this stage of China’s less influential sailing events, and event operations level is not high."China Cup" International Regatta is the Shenzhen Municipal Government in the "government-led, market operation" this concept was born. Event since its inception in2007, achieved some success, but also in operation encountered some problems. How to improve the operation of the event and make recommendations for the "China Cup" International Regatta sailing events and other reference is the purpose and significance of this study.In this paper, literature, interview, logical analysis and other research methods "China Cup" International Regatta event development status of the organizational units, business model, structure and functions of the job, the game type, related activities and business development, media campaigns, brand image and culture in areas such as in-depth study, the following conclusions1. Sailing in China started late, but in recent years rapid development, the current major sailing event has begun to take shape, events organizing large-scale commercial development activities and to obtain some results, the initial formation of a sailing event operations, market positioning, but it concern for the sailing events still in the stage of enlightenment, there is a great sailing event operations for development.2. Favorable macro environment for the event provided a favorable development prospects. China’s sustained economic development, increase sailing enthusiasts and the gradual recognition of the sailing culture for the event are the development of a favorable external environment.3."China Cup" International Regatta has been held five years, the participating fleet and the audience has increased every year, the influence gradually deepened, events gradually improved, and made some achievements. Now race has become a high-level representative of recreational sports fashion sports.4. Publicity in the media, television media, online media, print media to join the race to a certain extent, been more widely publicized, but did not achieve sustained CCTV media publicity and promotion, so that narrowed the range of people concerned about the events. And impede the expansion of the brand competition.5. Sponsors of the event have an interest in all levels of differentiation was not obvious, and the sponsorship system, span much of the positioning of all levels are not allowed to sponsor other factors, resulting in too few sponsors events affecting the development.According to the conclusions of this study made the following recommendations:1. Expand and strengthen cooperation with the media, especially the cooperation with CCTV media events to enhance the brand image and value of strong role.2. Elaboration of the rights of sponsors at all levels identify the market position of the level sponsors, event sponsorship system will be set to three, that event partners, event sponsors, event suppliers.3. Take a variety of operating modes, rich yacht racing, build and improve the event brand strategy, additional prize money. Other countries and regions in order to attract a high level of fleet involved in events.4. Further improve the relevant policies and regulations, reduce the purchase of vessels and the daily management, conservation costs, to narrow the distance sailing with the public.5. Accommodation to improve traffic conditions around the stadium to increase berths, specialized port, Hall and other related infrastructure facilities, expanding the scale of events.