Research On The Development Of Intangible Assets In Fenjiu Club Of Shanxi Province

With continuous development of world economy,the traditional economic development model due to energy consumption constantly emerging weakness.After a long time the high speed development of economy in our country,underpowered phenomena have appeared in the development.And the sports industry as a ease economic development the important measure of weakness and received the Chinese government attaches great importance to.The sports intangible assets as a relatively new field in the sports industry,due to long time didn't get the attention of people didn't get the reasonable development.Therefore,the research is meaningful for the development of sports intangible assets.This research mainly adopts literature data method,questionnaire survey method,mathematical statistics,logic analysis and interview method of Shanxi Fenjiu basketball club development of intangible assets,and using SPSS20.0 statistical analysis was carried out on the collected data,to illustrate the Shanxi Fenjiu club audience and staff and the cognition of sports intangible assets and intangible assets development status of Shanxi Fenjiu club,and then analyzes its existing problems and put forward corresponding Suggestions in view of the problem,for the Shanxi Fenjiu club data reference for the development of intangible assets in the future work.The results show that:(1)The cognitive scale of this study is to prepare the questionnaire has four common factor,which identifies kind of intangible assets,intangible assets such as intellectual property,business class sports intangible assets and other intangible assets,and through the questionnaire reliability and validity of the test,it is concluded that the questionnaire has good reliability and validity.(2)to our institute's collection of data analysis,it can be seen that different watch period of Shanxi Fenjiu club audiences on the cognition of sports intangible assets,with the club is directly related to the recognition of sports intangible assets have obvious difference,but no significant differences inother ways;The audience with club officials and journalists the two groups of Shanxi Fenjiu club most aspects of sports intangible assets have obvious difference.(3)Shanxi Fenjiu club mainly carried out the development of intangible assets such as the TV broadcast rights,the main venue advertisement,the tickets of the home tickets,the naming rights of the club,the brand value of the club and the intangible assets of the club star athletes,but because of the club's own development Lack of awareness,low development capacity and other issues,leading to the development of these intangible assets are relatively low,poor operating results.(4)Shanxi Fenjiu club in the process of intangible assets development of the main problems are: club-related personnel for the lack of understanding of intangible assets,the development of the club's low level of intangible assets,dependent on the overall development of the league,the lack of intangible assets related personnel,The club organization is not perfect,do not pay attention to the intermediary.(5)To address the existing problems,put forward some suggestions: change the concept,enhance the understanding of the importance of intangible assets;strengthen the study of intangible assets,expand the depth and breadth of intangible assets development;actively learn from the successful experience of domestic and foreign clubs,Improve the reserve talent pool,the appropriate introduction of some star players;strengthen communication with the media and sponsors to attract more business sponsorship;to strengthen the audience with the audience;to strengthen the development of the organizers of the club,to cultivate the development of intangible assets professionals;To communicate with the audience to expand the channels of communication.