Research On Market-Oriented Operation Of Large Comprehensive Sports Events In China

Successfully organized large comprehensive sports events require huge human and material resources, it usually involves many areas of political, economic, social, cultural. The government would have an enormous financial burden by organizing the event individually. Learning from the advanced experience of foreign countries, our country used the Government-Oriented operation mode and organized the2008Beijing Olympic Games,2010Guangzhou Asian Games and the2011Shenzhen Universiade successfully. These large comprehensive sports events brought great social and economic benefits to the country and regions. However, the Government-Oriented operation mode tends to administrative approaches rather than market approaches.It causes an enormous waste of resources and reduces the event's benefits. In this paper, we analyze the problems of the large comprehensive sports event in practice, and how does the government reposition its role in Market-Oriented operation of large comprehensive sports events.After1990, the large comprehensive sports events in our country were hosting by using the Government-Oriented operation mode. It plays the role of government in the preparatory stage, gives adequate government resources to the marketing development department, operates the resources especially the intangible assets by using market-oriented, integrate and assess all the resources that can be developed in the event. By using a variety of marketing channels, the marketing development department hope that they can obtain the largest benefits. The comprehensive benefits of events including competition benefits, social benefits, political benefits and economical benefits. After hosting the2008Beijing Olympic Games,2010Guangzhou Asian Games and the2011S henzhen Universiade successfully, it can be seen that large comprehensive sports events bring great social and economic benefits to the country and regions. That is why many local governments pay more and more attention to host large comprehensive sports events.In recent years, with the constant reform of the socialist market economy and the transformation of government function, the Market-Oriented operation of large comprehensive sports events had developed quickly. Commercial development and Market-Oriented operation can make up the lack of funding, alleviate the financial pressure of the event organizers. At the same time, the Market-Oriented operation of large comprehensive sports events is immature. There are many problems in practice, such as large comprehensive sports events market-oriented operation is not high; governmental functions localization unclear; the subject of market-oriented operation is ambiguous; the development of sport intermediary organization lags behind; the value orientation of marketing is ambiguous.Many countries had accumulated lots of experience and lessons on the marketing operation of large comprehensive sports events. It can be seen from the development history of the Summer Olympic Games that using the market-oriented operation is widely recognized by all countries around the world. However, excessive commercialization in sport events can lose their original characteristics and against the public interest. Therefore, it needs the strong support and protection form the government.This article considers that the Market-Oriented operation has play an important role in hosting large comprehensive sports events successfully. However, in the context of domestic economic system reform, transformation of government function, as well as the sports management system reform continue to deepen, we need to discuss that how to achieve the leading role of government and explore the reasonable and scientific way. The government should prepare the following five points:first of all, improving the institutional situation, transform the government functions; second, treat market as the leading role to promote the shifting; established the mutual complementation, cooperation and the highly effective operating mechanism of government and the market; third, cultivate sports agency organization; fourth, make use of source of society; fifth, pay attention to the sustainable development of social economy, as well as protect the urban environment.