Research On The Evolution And Reform Of National Games

As the most highest level and the largest comprehensive sports events in China, National Games plays an important role in promoting the development of competitive sports and cultivating the talented person of competitive sports, driving the development of mass sports, pushing sports industrialization and socialization, raising the image of run-city, optimizing the construction of run-city and propelling the construction of sports culture, and so on.Meanwhile, there were many problems which have been exposed during the development of comprehensive sports events. These problems had a great influence on the continuance of comprehensive sports events. It needs to be reformed and perfected.Based on the theory of scientific outlook on development, the changes of institution, the evolution of system and the brand management, the paper do the research on the national games through using the methods of literature, interview, logical analysis and theoretical analysis.Recording the standard of institution, the research divide national games into five stages:the initial stage, the lag phase, the exploration stage, stage of development and the metamorphosis stage. Analysis the different stage of national games through the background of history, the idea of running sports events, the system of competition, the system of competitive organization, the feature of events and evaluation of the effectiveness respectively.The research found that the main problems of the national games are as follows:the values of sports are twisted, the effectiveness does not match the investment, ossified competitive system and the operational management of strong government and wake marketing. Although national games had many problems, it should preserve.To promote the persistence development of national games, it suggest that first of all, optimal design the system of competition. It includes specific the register and communicate policy of athletes, reject some sports items, put winter sports items into national winter games, set up three balls sports events, strengthen the Olympic items through the platform of single tournament, set up the WuShu sports events, set up the national youngsters sports events, set up many grassroots level sports events. Secondly, increase the strength of marketing operation. Dig the tangible assets, invisible assets and derivative assets. Set up the organization of marketing, make the plan of sponsor perfect, open the right of TV relaying, strengthen the right of franchise and mobilize more social organizations and person’s resources. Thirdly, construct the brand of national games. It includes brand identity, brand concept, brand positioning and brand promotion. Fourthly, strengthen the construction of laws and rules of national games. It is mainly aimed at the construction of laws and rules on the competition, marketing and intellectual property right. For innovating the notion of running National Games, it should make all the people involved in the sports events, promote the overall, harmonious and continuable development and strength the human sports spirit. For innovating the system of National Games, it should lead into the mode of one heart with many points, access system of anti-doping, raise different kinds of sports games and set up the system of encouraging and restraining on the referee.