| Traditional sports of ethnic minorities belong to the treasures of national culture and have a strong color.The state vigorously supports the development of sports of ethnic minorities,and has issued a series of policies and helped funds to support the revival of traditional national sports.In recent years,national sports have been gradually recognized and loved by the broad masses of the people,this kind of achievement is not only conducive to the development of sports in China,but also conducive to the spread of national cultural confidence.Tibetan wrestling is one of the oldest sports forms in human history,with unique technical characteristics and style as well as strong national characteristics.The commercial operation of Tibetan wrestling sports is of great significance to further improve and develop the traditional sports resources of ethnic minorities,to cater to the strategic thinking of national sports development,to inherit the intangible cultural heritage of Tibetan wrestling and to promote the development process of Qinghai national sports industrialization.At present,there is little literature on the commercialization of minority wrestling competitions in China,and there is little research and practice on the commercialization of national sports events.Therefore,by using the methods of literature,field observation,expert interview,questionnaire survey and mathematical statistics,using sports industry and sports marketing as the theoretical basis,taking the commercial operation of Tibetan wrestling competition as the theme,this study designs a set of commercial operation plan suitable for the wrestling competition in Haibei Tibetan Autonomous Region,and provides theoretical basis and practical ideas for the relevant departments to further promote the commercial operation of Tibetan wrestling.The results and conclusions of the study are as follows:(1)status quo of Tibetan wrestling: Tibetan wrestling events emerged late;The tibetan-style wrestling events are very popular in the ethnic areas,and the events have taken shape.Competition professional organization and management personnel are scarce;The right of the local government to host the event;The management system of coaches,athletes and sports teams is not perfect;There is no guarantee on the fund policy;The public participation and support enthusiasm is not high;The commercial system of ethnic areas is not perfect,and the developers of sports events are scarce.(2)The commercial operation plan of Tibetan wrestling events mainly includes: the commercial operation guiding ideology of Tibetan wrestling events;The business operation mechanism of Tibetan wrestling events;Business operation of Tibetan wrestling events;Promotion of commercial operation of Tibetan wrestling events;Tickets for the commercial operation of Tibetan wrestling events;Risk management of commercial operation of Tibetan wrestling events;Evaluation on commercial operation of Tibetan wrestling events;Budget and management of commercial operation of Tibetan wrestling events.(3)Guiding principles for commercial operation of Tibetan wrestling events:developing professional wrestling;Establish macro control and coordinate the interests of all parties;Establishing the business operation model of Tibetan wrestling in accordance with national conditions and the development of ethnic minority areas;Promoting the performance market;The government strengthens to the infrastructure construction,strengthens to the investor safeguard strength;To strengthen the supervision and management of the operation of tibetan-style wrestling competitions;Training of event management personnel;Looking for multi-channel,comprehensive sports sponsorship;Deepen media cooperation and promote publicity;Establish national brand effect,improve social influence;Deepen cooperation between Tibetan wrestling and tourism;Do "bring in,go out".(4)The business operation mechanism of tibetan-style wrestling events: the operation mode of "government macro-control and enterprise sponsorship and investment".(5)Business operation of tibetan-style wrestling events: conduct preliminary survey on the consumption market,site selection,sponsorship selection,and evaluation of economic and social benefits;In the middle of the event promotion,event organization and operation management,event sponsorship and marketing;Make the overall evaluation and improvement measures of the game in the later stage,and give feedback in time(6)Promotion of commercial operation of Tibetan wrestling events: local publicity;External publicity;Social propaganda;Network media publicity;Star power publicity;Using qinghai promotion conference to publicize;Open and close propaganda.(7)Ticketing for Tibetan wrestling events: ticketing pricing principle;Event ticketing marketing strategy;Management of the number of seats in the venue;Event ticketingmanagement structure;Ticket pricing scheme.(8)Risk management of commercial operation of Tibetan wrestling events: financial risk;Contractual risk;Operator risk,athlete risk;Risk aversion.(9)Evaluation of commercial operation of Tibetan wrestling events: government evaluation;Sponsor evaluation;Evaluation of athletes and coaches;Consumer reviews. |
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