Comparative Analysis Of The Development Of The Naming Rights Of Chinese And American Sports Stadium Under The Background Of The Sports Industry Development

In May 2016,the State General Administration of Sports officially issued the ?13th Five-Year Plan for Sports Development?,which clearly stated: to enhance the awareness of fitness for all,to build new stadiums,and to reach a per capita sports area of 1.8 square meters in 2020,fully revitalizing the stadiums.Resources,in a variety of ways to promote the development of intangible assets,expand the value of intangible assets and operational benefits.Sports venues are an important carrier for the development of sports events and mass sports,so it is necessary to conduct scientific research on the construction and management of sports venues.The construction and management of sports stadiums mainly have problems such as large investment demand in the early stage and high maintenance cost in the later period.Therefore,fully exploiting the commercial value of the stadiums can greatly alleviate such pressures.The intangible assets of stadiums and stadiums are important businesses of stadiums.Value is still at the stage of exploration in China.Among them,the naming rights of sports venues are an important part of the intangible assets of stadiums.Therefore,under the background of the vigorous development of the sports industry,the research on the naming rights of stadiums is particularly important.In 1972,the United States had the title of the first stadium.Today,the world's largest stadiums have a total of four billion dollars in title development,and the United States accounts for three-quarters of the total.Most of the other countries are European countries.This article will compare the development of the naming rights of stadiums in the United States,compare the differences in the naming rights of sports venues between China and the United States,and conclude the road that is most suitable for the development of the naming rights of stadiums in China.This paper combines the government reengineering theory,the new public management wheel theory and the external information theory to develop the naming rights of the Chinese and American stadiums through literature research,case study method,comparative analysis method and field survey method.First of all,the research and analysis of the naming rights of the US sports stadiums and the naming rights of the Chinese sports stadiums,analysis and comparison of its historical background,investment and financing mode,venue nature,market and policy support,and then by reference and the author's field survey in the United States Case,combined with logic analysis and comparative analysis,to find out the merits of the management model of foreign stadiums,combined with China's current market environment and related policy support,find the gap based on reality,which can be found: the United States in the stadium naming rights The development of the company is very mature,and the social capital has entered the field of financing the legal entity earlier.In the management mode,the system of separation of management and management has also been implemented earlier.The naming rights of the stadiums in China have just started,but based on the sports industry.Under the premise of development,the government has received great support from the government.The formulation of policies by government departments is very conducive to the development of the naming rights of Chinese venues.In terms of market,the US sports title market is relatively mature and has a relatively mature legal protection system.However,after years of development,the market has become saturated.China has not yet formed a relatively mature market system due to its late start.In terms of the party's 40 years of reform and opening up,China has gathered a large number of outstanding enterprises.Therefore,the exposure needs of enterprises are very sufficient.From the perspective of the supply side,China still needs to build and renovate a large number of sports venues.Therefore,The market for the title of sports stadiums in China still has great potential.After comparing China's specific national conditions,it summarizes the advantages and disadvantages of China's current sports stadium naming rights.It concludes that China's current sports industry structure is relatively simple,but it has great development potential and needs to be developed and expanded from various aspects;In the naming rights of sports stadiums,China is still in its infancy,and it needs to plan from the government,sports agents and sponsors.After the study,the following suggestions are proposed for the administrative agencies and the title merchants: First,we should attach importance to the venue name activity and pay attention to the development of sports intangible assets;the development of the naming rights needs to be protected by relevant laws,and relevant laws and regulations should be formulated as soon as possible;The quality of the venue needs to be improved to ensure the versatility of the stadium.In addition to the competition,it can also be used for his commercial purposes.Emphasizing the professional level of sports intermediary services,they will greatly improve the professional management of the venue.Degree;actively cooperate with the media to expand the significance of the venue name,increase the exposure of sponsoring companies;vigorously introduce international excellent events,increase the interest of nationals to watch sports events.