Research On The IP Operation Of Sina Gold League

In 2015,"IP of sports events" is known by more and more people.With the continuous injection of social capital into the sports industry,the development of commercial amateur basketball game IP is springing up,which injects new impetus into the development of China's amateur basketball market,and the basketball population is growing day by day.Commercial amateur basketball game is an indispensable part of the basketball market in China,and the successful commercial amateur basketball game IP in addition to its own game operation,commercial and market-oriented operation is particularly important.This paper selects the operation strategy of "Sina gold league" which is the most representative IP event in Beijing commercial amateur basketball games as the research object,analyzes the operation of the event IP itself and market-oriented operation,sums up the successful experience and shortcomings,puts forward feasible suggestions,and provides theoretical reference for the development of China's commercial amateur basketball games IP.This paper uses literature,field investigation,interview,case analysis and logical analysis to study the results as follows:1.Sina gold league is the first amateur basketball event IP created by sina sports in the transformation period,and it is an important supplement to the amateur basketball market in China,providing a competition service platform for amateur basketball players to meet consumer needs.2.Sina gold league competition function organization and related work distribution are relatively reasonable,the competition operation has its own advantages and characteristics,but the competition system arrangement is slightly unreasonable,exposing the utilitarian of commercial competition in medical security,and there is room for further improvement of the medical security of the competition.There is a single source of funds for the event.3.Sina gold league matches rely on its own unique media resources platform,which has a high utilization rate of Internet resources.However,in addition to relying on its own resources,the expansion of external media resources needs to attract the attention of event managers,form a new Amateur Basketball operation mode,and develop in the direction of specialization.4.Sina gold league adopts differentiated product strategy,the tangible product market needs to break through,and the development of intangible asset market needs to be further expanded;5.Sina gold league match operation adheres to the operation idea of "three modernizations and three ways" to create event IP.