体育赛事市场化运作中无形资产流失与规避机制构建——以全运会为例  

The Loss of Intangible Assets and the Construction of Evasion Mechanism in Market-Oriented Operation of Sports Events——In the case of The National Games

作　　者：王凯[1,2] 张林[1] 

机构地区：[1]上海体育学院,在读博士生上海200438 [2]南京体育学院,南京210014

出　　处：《体育与科学》2013年第4期67-73,共7页Sports & Science

基　　金：上海体育学院研究生创新基金资助项目;项目号:yjscx201301

摘　　要：通过文献资料法、专家访谈法等对体育赛事无形资产的概念、属性等进行了初步的界定,对体育赛事无形资产形成过程进行了梳理,基于形成与价值的实现过程以全运会为例分析了我国体育赛事无形资产流失的表现,包括:1)全运会核心价值理念的缺失、品牌标识系统的缺位造成的"获得性流失";2)各种负面信息导致的全运会公信力丧失带来的基础性流失;3)标准化缺失、知识产权保护不到位带来的保护性流失;4)合作伙伴、赞助商等权益的保障不足引发的保障性流失。在专家访谈的基础上分析认为体育赛事无形资产的无形性,体育赛事无形资产的"累积性"与"特质性"带来的定价难题,全运会的"二重性"等是造成全运会赛事无形资产流失的客观因素;全运会的行政性路径依赖、各种"怪象"、定位不清、市场开发能力不足等是赛事无形资产流失的主观因素。在此基础上构建了全运会无形资产流失的规避机制:完善核心价值体系、构建品牌标识系统规避获得性流失;提升赛事公信力,规避基础性流失;完善产权保护与开发体系(包括明晰全运会无形资产内容,进行赛事无形资产的合理评估与定价,统一全运会资源开发主体等方面)规避保护性流失;保障赛事无形资产消费对象权益规避保障性流失。This paper gives the definition and attribution of intangible assets of sports events preliminarily and elaborates the forming process of intangible assets of sports events through analysis of the literature and experts interviews.Based on the process of formation and realization of the value and in the case of the National Games,the performance of the loss intangible assets of sporting events in China,including ＂ Acquired Loss ＂、＂ Basic Loss ＂,＂ Protection Loss ＂ and ＂ Guarantee Loss ＂.On the basis of analysis of experts interviews,the objective factors of loss of intangible assets of the National Games are that the ＂ intangibility ＂,＂ accumulation ＂ and ＂ specialty ＂ of intangible assets of sporting events and the ＂ duality ＂ of National Games lead to the pricing problem.The subjective factors of loss of intangible assets of the National Games are administrative dependence,unclear positioning and lack of market development capacity.On this basis,the construction of evasion mechanism of loss of intangible assets ： improving the core value system and building brand identity system to circumvent acquired loss;enhancing the credibility of sports events to circumvent basic loss;improving the protection and development system of intellectual property rights to circumvent protection loss;guaranteeing the interests of intangible assets ’ consumers to circumvent guarantee loss.

关 键 词：体育赛事 全运会 无形资产 流失 规避 

分 类 号：G80-052[文化科学—运动人体科学]