On The Commercialized Operation Of "Tour-round-Qinghai-Lake" International Road Cycling Race

"Tour-round-Qinghai-Lake" International Road Cycling Race has been hosted five times since 2002. Characteristic of its highland route, it has developed into a more and more famous international sport event and a high-level intercontinental road cycling race. Limited by the local economy, policy and management mode, the sustained development of the young sport event calls for commercialized operation, which aims to sustain the event by itself.The paper first introduces the three most famous international cycling races, analyses the situation of the "Tour-round-Qinghai-Lake" sport event in the past years, and then points out its. problems in the organization, management and operational mode, which are mostly due to the present condition of local-government playing the key role. By comparing with the successful commercialized sport event abroad and learning from their advanced managing ideas and experiences, the paper tries to find a commercialized operational mode suitable for Qinghai's local conditions, so that the sport event can be commercially operated and sustainably developed.To achieve a sustained development of the "Tour-round-Qinghai-Lake" sport event, it is proposed that a organizational, operational and administrative system of commercialized sport event should be formed; the relation between the host and the undertaker of the sport event should be well handled; an efficient and professional organizational institution should be built; a group of high-level referees should be guaranteed; a company should be organized to commercially operate the sport event; short-term, mid-term and long-term strategic goals of the sport event should be set up; researches on the level, route, period and bonus of the sport event should be conducted; a national or international collegiate "Tour-round-Qinghai-Lake" race should be organized so as to make the sport event more influential.To commercially operate the sport event, it is proposed that the sport event should be branded on people's mind; stable and diverse broadcasting means should be employed, with the emphasis on the TV live broadcasting operated by a special company; stable and diverse ways of raising funds should be found according to the different developing phases of the sport event; the sport event should contribute to the growth of the economy in Qinghai while the infrastructure there should be improved so that the operation of the sport event can be closely related to the development of the local economy of Qinghai.