Research On Operation And Management Of Yulong International Horse Race Open

China’s horse racing has a long history,but with the development of the times,the imperfect horse racing system and relevant policies lead to the modern horse racing in China lagging behind other countries.It didn’t develop again until the 1990 s,and it was on the right track in 2000.Modern horse racing involves sports,gambling,entertainment,animal husbandry and other industries.In many western countries,horse racing has been a huge industry supporting the national economy,which not only provides many jobs,but also virtually drives the development of other industries.The document "several opinions of the State Council on accelerating the development of sports industry and promoting sports consumption" issued in2014 pointed out that we should improve the development of multi-level and diversified sports events,encourage the development of various professional events,and create many brand events with international influence.At the same time,in terms of policy countermeasures,encourage social capital to enter the sports industry,encourage colleges and universities to set up sports majors,and strengthen school enterprise cooperation.Therefore,the development of horse racing events is conducive to further implement the national policy of developing multi-type sports events,and plays a certain role in promoting the development of events.Taking Yulong International Horse Racing open as the research object,this study investigates and analyzes the management system,competition organization,market development,brand image,relevant supporting activities,media publicity and comprehensive guarantee of Yulong International Horse Racing open by using the methods of literature,expert interview,field investigation and comparative analysis.It mainly analyzes the gap between different aspects of operation and management and foreign events,combined with the current situation of domestic development,Comprehensively and objectively evaluate the problems of Yulong International Horse Racing open,and put forward corresponding countermeasures and suggestions,so as to provide theoretical reference for the better development of horse racing in China.The results are as follows:Yulong is the largest city in terms of economy and international open competition.1.It plays a significant role in building Yulong’s economy and international open competition.2.The government participation of Yulong international horse race open is not high,which increases the operation risk of the event.The horse race with Chinese characteristics has yet to be established.3.Insufficient market development and industrial development of Yulong International Horse Racing open,which is the main factor affecting the development of the event.4.The brand image of the event needs to be excavated.5.There are few supporting activities related to the event,and the event is monotonous and lack of entertainment.6.In terms of media publicity,the signing media has little influence,and the publicity contents and methods need to be improved.Countermeasures: 1 Deepen cooperation with the government and establish and improve the competition system.2.Develop diversified horse racing industry,pay attention to the development of tangible and intangible assets,strengthen in-depth cooperation with Taiyuan University of technology and other universities,and deeply tap the market development system suitable for horse racing events.3.Build brand characteristics and improve the brand image of the event by establishing a brand protection mechanism.4.Increase the establishment of interesting facilities and activities to mobilize the enthusiasm of the audience.5.Strengthen the cultural publicity of horse racing events and improve the marketing strategy of events.