The Research On Intangible Assets Commercial Operation Of China Open

This article aims to explore the basic elements of the China Open and therelationship among them, by researching intangible assets, business operations in theChina Open, and to sum up the basic patterns of the commercial operation of theChina Open and to seek a suitable set for the development of the China Open businessmodel. In order to further promote the sound development of the China Open and thedevelopment potential of the tennis market.In this paper, the use of literature, case analysis, field observations, logical analysisand mathematical statistics method research methods. Obtained:1. Intangible assets of sports events points to numerous elements which belong tothe event organizers directly without physical shape. It can realize the value of itscurrency through the means of transferring rights and bring the economic benefitscontinually for the event host. Some image landscape such as events marking,mascots among sports events are transferred to tangible assets throughcommercialization in order to create the value and benefits. According to the eventanaclisis, intangible assets can be divided into direct and indirect intangible assets.2. Its outstanding performances are television rights, new media rights, franchiseand naming rights.Its characteristics are as following: The event and the productquality is directly proportional to relationship; Market behavior is dependent on thelaw and the government protection; Commercial operations own efficiency; Marketprice is uncertain.3. China Open is held with the advantage of the favorable factors and excellentvenues. Compared with similar events, there is still a certain gap, such as numbers ofseeds and tournaments level, but it has become the highest level of populationcoverage event in Asia. And also an event with the longest promoting cycle usingChina in its name. Media reports of events increasing year by year, the managementand operation of the event, there is still much room for growth.4. China Open elements include: television rights, licensed merchandisedevelopment rights to operate the new media broadcast rights. The largest televisionbroadcaster CCTV sports channel has obvious advantages. Chartered productdevelopment uses senior sponsor sub-licensing model, which is namely sponsorshipinvestment and franchising combination of rights, but development in the types ofgoods and sales channels are different from a single convenient. New media broadcastrights for operation of the market marks the China Open tournament spread extendedto a broader stage, to establish a basis for branding.5. China Op n commercial channels are: media marketing, brand marketing,sponsorship marketing, in which media marketing mainly through media partner ofpropaganda value; brand marketing is the China Open brand development and theprotection and sponsor brand high-end combination, on the basis of the sponsor in theindustry in the size and influence, identified sponsor rating, promote brand value;sponsorship marketing is the intangible assets of the business value through thecombination to sponsor benefits, intangible assets of commercial operation of themain means for sponsorship.