Research On The Predicament And Countermeasures Of The Marketing Operation Of Beach Volleyball In China

Using the methods of literature,expert interviews,questionnaires and other research methods,this paper explores the theory and practice of market-based operation of beach volleyball in China,aiming to promote the development of beach volleyball and solve some market-realistic problems of beach volleyball,and then realize Competitive sports and national fitness double harvest.The study found that: 1)Beach volleyball operation requires economic system,project atmosphere,and sports system reform as an external basis,professional beach volleyball club,competition system,and school-society as internal foundations.2)The market layout is unbalanced,the financing is single;the scale of the event is small,the competition guarantee is lacking;the media and social intermediary support is low;the athletes' level of competition is not high;the low participation of the whole people is the predicament of the marketization of beach volleyball in China.3)Finally propose strategies: strengthen the internal and external infrastructure of beach volleyball marketization in China;establish a beach volleyball tournament support system;increase the propaganda of beach volleyball events;strengthen the integration with sports tourism;promote the mass entertainment of beach volleyball The process of strengthening diversification.