SWOT Analysis And Strategy Research On The Development Of Internationally Renowned Sports Event IP In My Country

In November 2014,the State Council issued Document No.46 [2014],raising the sports industry to the height of the national strategy for the first time,ushering in a huge development opportunity for the sports industry."Sports event IP" has become a popular concept.China's huge sports market has great appeal to many well-known sports events IPs in the world,and many cities in China also want to build large-scale sporting events into their own city business cards.The combination of international well-known sports event IP and Chinese cities has become more and more close.However,while these rich resources of international large-scale sports events are being developed,there is a lack of soil and process of local reconstruction.Therefore,leading the new attraction and development of IP of international famous sports events in China has become particularly important and of great practical significance.This study takes the internationally renowned sporting events IP as the research object,analyzes its development status in China,and proposes strategic research on the development of internationally renowned sporting events IP based on the background of the times.This paper uses the SWOT analysis method to study and analyze the problems encountered in the development path of the internationally renowned sporting events IP introduced by China.Through the factor analysis of the relevant factors,the SWOT matrix is constructed to summarize the analysis of the four dimensions of advantages,disadvantages,opportunities and threats,and the corresponding countermeasures and suggestions are proposed.The research analyzes the advantages of the development of the internationally renowned sporting events IP in China mainly including: strong support from the government,orderly operation of the events IP after entering China,the increasing attractiveness of competition,perfect events venues and sports facilities,the charm of sports and star effect,and multiple benefits brought by the introduction of the events IP.The disadvantages mainly include: bottlenecks in the promotion of events IP in China,the promotion efforts and platforms need to be expanded,limited operation period of events IP,insufficient development of peripheral products,the box office is not up to the expectation,insufficient attraction of second-level events,and lack of professionals in the sports events IP management.The opportunities mainly include: People's awareness of leisure is gradually improved,the huge middle class has great development potential,the emergence of outstanding sports talents brings positive guidance,the government's support for sports events IP continues to strengthen,the influence of sports events IP increases,and the surrounding support has been constantly improved.The threats mainly include: the competitive threat of traditional advantage projects in China,the relatively single publicity means for the events IP,insufficient popularity at the places out of the events venue,the difficulty in cultivating audiences and participants,low per capita share of sports venues,and the failure to attract more young fans to join.The study found that the development of internationally renowned sporting events IP in China is still mostly based on foreign experience,lacking of localization features,and the single IP marketing method for sports events leads to the single development element of IP for sports events,which to some extent restricts the sustainable development of IP for international famous sports events in China.Therefore,the following suggestions are proposed: to strengthen the knowledge popularization of sports events IP and cultivate loyal fans;to introduce high-quality international sports events IP in conjunction with government policy support;to accelerate the localization process of international sports events IP by adding Chinese elements;to continue to strengthen the marketing of international sports events IP and expand the publicity methods.Whether an IP can achieve long-term development depends on the number of its loyal audiences.For an international sports event IP,it should first start with the cultural connotation represented by the sport,so that the audience can understand and accept the sport,and then integrate with the local culture.Many internationally renowned sporting events IP have a certain difference with the culture of China.Now,it is not possible to relocate foreign operations and publicity methods,but more Chinese elements should be added.Strengthen the promotion and marketing of event IP,especially the internationally introduced sports event IP must keep up with the development trend of the Internet,attract and cultivate event fans,increase the popularity of the event,and promote the long tail effect.Finally,this paper proposes that the development of sports event IP needs to be guided by government's relevant policies.Social groups,industry organizations,and think tanks in universities must provide more support and help to provide a more favorable environment for the development of internationally renowned sporting events IP in China.The internationally renowned sporting events IP should not only be an "exotic product",but also take root and sprout to achieve sustainable development in China,which is the right path for the future development of international famous sports events in China.