Study On The Business Model Of The "Sina Cup" Alpine Skiing Open Based On The Value Chain Theory

In 2013,China’s bid to host the 2022 Winter Olympics was successful and with it,all kinds of ice and snow sports have gone from being a ’little known’ to a ’household name’.Skiing is one of the most popular sports,with the number of skiers rising year on year and becoming a "winter necessity" for young people in the 80 s and 90 s.With the number of skiers rising,and in order to meet the competitive needs of the masses,popular recreational events have become the place to unleash the enthusiasm of skiers.The lack of experience in organising ski events in China has led to a number of operational problems.From the style of the event to the IP of the event,from the competition rules to the experience of the event,from the win-win situation between the government and the company to the happy cooperation with the sponsors,the advantages of the commercialisation of the event are all reflected in the foreign commercial events.A good business model is the foundation of commercial events.Therefore,this paper selects the "Sina Cup" Alpine Ski Open,which is a mature business model among the popular entertainment skiing events,as the research object,and adopts four research methods: field survey method,interview method,literature method and logical analysis method.The business model of the "Sina Cup" Alpine Skiing Open was analysed in detail.After analysing the business model of the Sina Cup Alpine Skiing Open based on the value chain theory,it can be found that the business model of the event can be categorised as a participant-driven business model.It is based on the value proposition of creating a first-class event platform and building a first-class event IP,with independent event IP and media resources as its core resources,and the key business of organising the event,continuously optimising the event services and providing quality exposure for sponsors.Its main customers are based on advanced skiers and young people.The event organisers mainly establish contact with players through snow parks and Weibo,promote the events through their own platforms and organise races in cooperation with snow parks.The race system is well regulated,the results are fair,the experience is smooth and the content meets the needs of the competitors.At the same time,Sina Sports has built up a quality event IP through the Sina Cup and has taken over the top position in the popular skiing events sector in advance.It provides a competitive venue for alpine skiers to compete.It also provides a promotional battleground for sponsors who want to enter the mid-to high-end domestic consumer market."The Sina Cup Alpine Skiing Open,with the backing of Sina Weibo,is a new media campaign that is difficult to match for other popular entertainment events.It is also because of this strong media presence that the Sina Cup has gained the attention of various sponsors.Although the business model for the Sina Cup is mature,there are still some areas where it is lacking.After analysing the business model of the Sina Cup based on value chain theory,there are three areas for optimisation.Firstly,we need to optimise the event service and enhance the event experience.Secondly,we need to develop multi-dimensional events to expand the number of participants.Finally,we need to broaden sponsorship rights and develop multi-faceted exposure.In addition to these three suggestions,the Sina Cup also needs to keep pace with the times and continue to optimise its business model in line with the political and economic situation of the country.Based on the above analysis,the "Sina Cup" Alpine Skiing Open should become an excellent public ice and snow event IP in the future,and its business model has some reference.