Study On Event Value Chain Of Alisports Blackpool Dance Festival

In recent years,with the rapid growing of Chinese sports industry,Chinese enterprises open up sports sector.Based on Alibaba Group,Alisports was founded,focusing on building a basic platform for Chinese sports industry.As Olympics of Ballroom,UK’s Blackpool Dance Festival’s development in China can enlighten the rising Chinese sport dance event industry.Study on the event value chain and analyze the reflected problems from theoretical perspective,will help understand the status of Chinese sports enterprises,help learn how to explore competitive advantages and to build competitive strategies.There will be certain reference and guidance for the future development for the Blackpool Dance Festival in China.The study object of this paper is the sports value chain of Alisports’ Blackpool Dance Festival.The methods of literature,case analysis and field survey as well as expert interviews were used in this paper.The conclusions are as follows:(a)The analysis of Alisports Blackpool Dance Festival involves a comprehensive summary of internal external conditions.The event has the advantages of stable financial support,good brand image,support of platform and techinik,while lacks local culture basis of the event,the development of asset resources,etc.The event is faced with great opportunities including the emphasis of the government and the rapid development of sports dance industry among teenagers in campus.It also faces the intense competition among domestic sport dance events and lack of human resources with management capabilities for sport dance events.(b)Alisports Blackpool Dance Festival Event Value Chain is a series of value added activities and corresponding processes starting from Blackpool officials,sports dancers and venues suppliers until the Blackpool Dance Festival is completed.Alisports Blackpool Dance Festival Value Chain is a collection of "value-creating" activities that create valuable products or services for customers.Alisports as the promotion developer of Blackpool Dance Festival,places all relevant interest groups in the entire value chain.By investment,repositioning,product development and service refinement,Alisports seek to steamline the product,information and cash flows,to optimize the entire value chain.(c)The main problems existing in the value chain are as follows: insufficient localization of event supplying;Insufficient design of event sponsorship planning;Industry chain not established yet;Insufficient development of intangible assets value;Insufficient popularization of sport dance culture;Insufficient quality of media products.(d)By regulating the functions of Alisports Blackpool Dance Festival,the paper can provide references for the role playing and corresponding strategic plans making of Alisports.The upper function is to promote sport dance consumption.The basic functions include promotion of sport dance,creation of sport dance brand,establishment of sport dance platform and exploration of sport dance market.(e)To enhance the value chain of Blackpool Dance Festival,Alisports should strengthen the cooperation with suppliers,channels,wholesalers and similar industries.Alisports should improve the coordination and optimization of core business processes,grasp marketing resources and innovative marketing methods.