Research On The Commercialize Operation Of College Sports Events In China

In recent years, athletic market based on competitive sports has matured gradually. Commercial operation grows up with the development of sporting events. In the market economy reform, China has actively learned experience from abroad in the commercialization of sports operations which has been impressive. The sports event itself has become a target concerned by major media, business and investment. After all these efforts, various types of colleges sporting events have taken the first step in the commercialization operation, such as: Harbin, the 24th World University Winter Games; CUBA.However, commercialize operation of colleges sporting event has seriously lagged behind the pace compared with the development of professional league. There are still many problems of the commercialize operation of college sporting events, for example: single-sponsored enterprises, limited-sponsored project, poor continuity of corporate sponsorship and media support, insufficient marketing idea and social impact. College sports events would be difficult to play its effective role without strong business support. Attention and participation are bound to decline. Ultimately, it will lead to shrinkage of college sports events.In contrast, college sports events abroad, NCAA's commercial operation will bring us a lot of inspiration and experience particularly. The National Collegiate Athletic Association always persists in amateur principle in the United States where full of professional sports. But, NCAA creates hundreds of millions of dollars every year. It is also Sports Talent Base for the United States. Analysis the development process in the last century and the status revenue of NCAA, we defined the responsibility and hope of commercialization operation of college sports event.Using literature, questionnaire and expert interviews method, this article analysis and summarized the status and constraints of the commercialization operation of college sports events based on the related concepts. It is necessary and feasible for commercial operation of colleges sporting events. I tried to learn foreign experience sports commercialization operation combined with our own reality. The purpose of the research is to explore a practical way for colleges commercialize operation of sporting events for reference and guidance.