Research On The Commercial Value Development Of Competition IP Based On Value Chain Theory

In 2014,the State Council promulgated "Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption",and the Chinese sports industry started a round of rapid growth.Subsequently,the "Outline for the Construction of a Powerful Country" and "Opinions on Promoting National Fitness and Sports Consumption to Promote the High-Quality Development of the Sports Industry" issued by the General Office of the State Council further summarized the development of the sports industry in recent years and pointed out that The pain point is to increase the encouragement of social capital to enter,make it clear that "relaxation of restrictions on the right to broadcast events" and create a bright future for "pillar industries" cannot be delayed.At the same time,the implementation of tax and fee policies,the planning and use of sports land,and the protection of intellectual property rights have increasingly become bottlenecks for the sports industry practitioners to further expand their business.Stimulated by the policy dividend,social funds competed into the sports industry,and the event IP,which is the upstream core resource,quickly became a hot spot for capital pursuit.In 2016,the total revenue of 30 sports companies operating independent event IPs was as high as about 13 billion,which successfully realized the original accumulation of capital and attracted many small and medium-sized enterprises to try to enter the investment transformation.Because the premise of the realization of independent event IP depends on the cultivation of high-quality IP,coupled with the long incubation period of sports events,the scarcity,and the impact of entry barriers,many small and medium-sized enterprises are discouraged.In this context,this article takes Sichuan and Jiatianjian Sports Company's operating IP as the research object,and uses the literature data method,interview method,and case analysis method to analyze and study.Through the synthesis of the basic theory of value chain,the IP value chain of the event is innovatively constructed.Through the analysis of the value chain composition and value activities,value activity objects,value innovation activities,and value management activities,the final conclusion is:(1)In the event IP value object,the upstream supply category is single,and the downstream fan input is insufficient.This is manifested in the insufficient investment in funds.The operation and development of the event IP personnel needs to be improved.(2)In the development of event IP content,the number of technical personnel participating in event IP development is sparse,and it is difficult to match solution innovation with product design,thus leading to the development of event derivative value in trouble.(3)In the dissemination of event IP media,the supply-side event culture has not been deeply explored and developed,and it is difficult to effectively output the event culture.In the existing official media,the window for communication with fans is poor.(4)In the creation of event IP value,the operation of event IP ownership is difficult to realize,the lack of technical talents and the lack of event-related publicity and event planning have led to a lower and lower value conversion rate of the brand.Starting from the value chain,this article analyzes the current problems and countermeasures of sports companies operating independent event IP,provides a reference for my country's sports event IP operation,and also provides guidance for SMEs to enter the event IP to a certain extent.The advent of the 5G era and the accumulation of various competitors have put a certain test on the new three board sports companies.How to deal with the uncertainties of future development still needs to be continuously explored.