商业性体育赛事无形资产运营策略研究  

Research on the Operation Strategy of Intangible Assets of Commercial Sports Events

作　　者：徐锐敏[1] 吕慧[2] XU Ruimin;LYU Hui(Linfen Vocational and Technical College,Linfen,Shanxi Province,041000 China;Shanxi University,Taiyuan,Shanxi Province,030006 China)

机构地区：[1]临汾职业技术学院,山西临汾041000 [2]山西大学,山西太原030006

出　　处：《当代体育科技》2023年第23期73-76,共4页Contemporary Sports Technology

摘　　要：商业性体育赛事无形资产的有效运营,能够为体育赛事带来长期、可持续、规模化的经济效益。但是,目前办赛主体在商业性体育赛事运营中往往由于办赛经验的欠缺,而导致原本应创造较高收益的赛事无形资产发展受到阻碍,无法实现应有价值的发挥。基于此,该文以商业性体育赛事无形资产运营为研究对象,首先,阐述了商业性体育赛事无形资产及其运营的内涵;其次,分析了商业性体育赛事无形资产运营现状;再次,对商业性体育赛事办赛主体无形资产运营的制约因素进行分析;最后,提出商业性体育赛事无形资产运营的策略,旨在促进商业性体育赛事无形资产运营受限的问题能够有效解决。The effective operation of intangible assets of commercial sports events can bring long-term,sustainable and large-scale economic benefits to sports events.However,at present,in the operation of commercial sports events,the lack of the experience of the main body of running competitions in organizing competitions hinders the development of intangible assets of the events that should have generated higher returns,and it is impossible to realize the valuable play.Based on this,this paper takes the operation of intangible assets of commercial sports events as the research object,firstly expounds the connotation of intangible assets of commercial sports events and their operation,secondly analyzes the operation status of intangible assets of commercial sports events,thirdly analyzes the constraints on the operation of intangible assets of commercial sports events,and finally puts forward the strategy for the operation of intangible assets of commercial sports events,aiming to promote the effective solution of the problem of limited operation of commercial sports events.

关 键 词：商业性 体育赛事 无形资产 运营策略 

分 类 号：G82[文化科学—体育训练]