| With the rapid development of our economy, society and people’s material and cultural life level rising, more and more people has gradually pursued the concept of modern health, began to pay attention to sports fitness function, and physical exercise becomes a indispensable important events in their life.More and more citizens has participated in mass sports with enthusiasm, as an important way to rich people’s sports culture life and meet the demand of people’s physical fitness, and the quality of mass sports competitions has not greatly developed with the restriction of the management system.In order to comprehensively improve the quality of competition,and attract more citizens to participate in the game, it is particularly important to construct professional work for the mass sports.In our country, facing to establishing and perfecting the public sports service system, government decentralization,mobilizing social forces to participate in run competitions at present, considering how to implement balance of powers for the government,enterprises, and social organizations in the events process of operation, the author wants to explore operation mode suitable for the development of mass sports in this paper, and the study will has high theoretical and practical guidance value.for integration of social resources,improve the quality of event, further making the game brand and forming a good brand benefit.This paper use the Big League of Yangpu citizen sports(hereinafter referred to as "the Big League" of Yangpu) as the research object. Besides the general characteristics of mass sports events, the Big League of Yangpu has some characteristics of its own, such as participating by multiple groups, diversity of project settings, running competitions in pattern socialization, etc., therefore this paper mainly through the literature material method, on-the-spot investigation method,interview method, questionnaire survey and other research methods, make more in-depth analysis of Yangpu Big League operation in each link, thus the author will study targeted in the following four aspects:( 1)operation mode of Yangpu Big League;(2)the operation status of Yangpu Big League;(3)he participants view to operation mode of Yangpu Big League and the main factors influencing the competition;(4)the main problems of Yangpu Big League and effectively improving strategy of operation level of Yangpu Big League.Through the analysis, main conclusions of this paper are as follows:(1)For Yangpu Big League, it has basically formed into a operation mode, in which the government leading and many participating, through Big League Office,realizing combination of decentralization and management, to form "Five-in-one" diversified running competitions participated by the government,association, enterprise, the media, and intermediary.(2)The Big League of Yangpu projects were in diversification, not only has the competitive projects, fitness class, also adding a new leisure class projects,traditional interest class, game mainly relyed on the government funds by buying service, in the form of news propaganda way mainly includes the community propaganda and company, the street notice.(3)Contestants held almost consistent view on the Big League of Yangpu, it has been widely believed that the government’s attention degree, professional sports team and a certain degree of market development play an important role to improve the level of competition operation, sports competition organization level, promote popularity and external incentive environment and so on are the main factors affecting the Yangpu Big League.(4) At present, for Yangpu Big League, there are poor publicity; Lack of event professionals, with insufficient market development ability; Lack of regulations,with unclear division of duties; No strong competitions consciousness, let the game process become a mere formality; Position fuzzy, lack segmentation for game types; Lack of brand planning, the influence of the event is limited and etc.(5)The Big League of Yangpu can strengthen social run competitions mechanism by advancing government management departing from operation; Broaden the channels of news propaganda to improve competition propaganda effect; Clear market development status, actively seeking sponsorship enterprise; Perfect a related system, and establish a mechanism of the third-party evaluation; Perfect the relevant incentive policy to improve the level of competition organization;Pay attention to brand image construction, boutique games strategy of the top-level design to continuously improve the level of performance in Yangpu big league. |
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