The Research Of Commercial Operation For Chinese College Badminton Championship

According to a survey, badminton is ranked as one of the favorite sports events among university students, which is greatly related with the popularity on the campus and the development of badminton in the society. Generally speaking, the athletic level of badminton is evaluated by the two considerations, namely the generalization among the mass and the achievements in the athletic matches. China University Badminton Championship (hereinafter referred to as CUBC) is not only an important symbolic event to display the comprehensive badminton competence but also a platform for high-level sportsmen to present their skills and techniques. Now it has been successfully held fifteen sessions.With the increasing concern and attention from both universities and related departments, badminton is being carried out quite smoothly on the fast lane. In recent years, the scale of the championship is being enlarged and the number of the participant colleges is skyrocketing unceasingly so that another major brand event may come into being with the active commercialization, good promotion and appropriate adjustments to the tournament systems. Nowadays, despite the rapid growth trend, confronted with the monotonous sponsorship from enterprises, the continuity of the championship, at the risk of the lack of the funds, is so vulnerable that it has become an obstacle to a safe and sound development.Besides, the lack for the professional media propaganda and promotion is another crucial factor that fails to arouse a public focus. At present, the successful cases of the commercialization of campus sports events are numerous, bringing in a great opportunity to those in China. A case in point is NCCA in America, which yields annual income of over hundreds of millions and has become a reverse for the basketball talents in the USA.The author has conducted a relatively systematic analysis of the championships in China to make a study of funds, mass media, events marketing and administration, by the means of concrete local surveys, adoption of documents, expert dialogues, logical analysis, and questionnaire survey. First and foremost, the thesis sheds light on the functions of the commercialization of CUBC. And then it analyses the necessity, feasibility, advantage and current major challenges. In the last place, it puts forward the modal for the practice of the commercialization for the purposes of rending a theoretical reference for CUBC.