| The Mega-venue’s Naming Rights Market Development is an important part of the SportsIntangible Assets, is also an important part of the development of Chinese sports intangibleassets market. With the construction of the city’s major sports venues, sports industrystructure upgrade China must achieve the venues operating model transformation. TheMega-venue’s Naming Rights Market Development presents tremendous businessopportunities, it is not only activated the sleeping capital, is also a useful attempt bigger sportsindustry. Comparison with western countries, Mega-venue’s Naming Rights MarketDevelopment at an early stage, there is a considerable gap and abroad. How to make ourcountry has huge commercial value better operation and management of large stadiums, howsystematic exploration and in-depth analysis of the market development of China’slarge-scale stadium naming, which is placed in front of our sports scholars and expertssignificant responsibility and work.In this paper, by using the research method of literature data， literature, expert interviews,questionnaires, case study method, logic analysis method, on the big stadiums crown ofthese two countries in the market development carried out in-depth research. Think: marketdevelopment prospects of China’s large-scale stadium naming optimistic, but there a lot ofproblems, mechanism running and institutional issues become the most urgent problem. Innaming specific market development process, our management units of large stadiums andtitle business interests difficult to coordinate sports intermediary services are not in place, theoperation of the professional league, the poor result in market development progress ofChina’s large-scale stadium naming slow. Germany its large stadium naming by virtue of thelarge stadiums with the title company’s strategic cooperation, sports intermediariesprofessional operation and high-standard professional events to promote marketdevelopment work is progressing smoothly.On the basis of the above-mentioned analysis of, learn from the successful experience of thedevelopment of the Germany Mega-venue’s Naming Rights Market Development, to putforward recommendations on our country Mega-venue’s Naming Rights MarketDevelopment:1. Improve ideology on the marketing and actively cultivate awareness of marketdevelopment work for a large stadium naming.2. Cultivate the professional level of sports intermediaries, market development workcarried out large-scale stadium naming to make it better.3. The government should increase its support our Mega-venue’s title, eliminatescumbersome procedures.4. The specification of the actual operation of the Chinese professional sporting events,so the market development’s work with Sports Stadiums convergence.5. The establishment of the evaluation system of the title company, real-time inspectionand supervision of the market development of China’s Mega-venue naming.6. Learn from each other, and actively learn from the advanced experience of Germanyin the Mega-venue’s naming of market development. |
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