河南省职业排球俱乐部无形资产开发研究
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摘要
在世界排球职业化浪潮的冲击下,我国竞技排球于1996年开始实行职业化探索。以中国排球职业联赛的体制和赛制改革为突破口,出台和完善了一系列有利于职业化进程的措施,有力地改善了我国职业排球俱乐部的发展环境,促进了我国排球职业化的进程。河南职业排球俱乐部是我国排球职业化的产物,也是河南省排球职业化的最高水平,虽然历经十几年的建设和发展,但在管理和市场经营方面仍然存在一些问题,如有职业俱乐部之名,没有俱乐部之实,依然走体工队的老路,特别在俱乐部无形资产经营开发方面不容乐观。为此,对河南天冠男子职业排球俱乐部和高新女子职业排球俱乐部在企业赞助、门票经营、运动员转会和媒体转播等无形资产开发的现状和存在问题进行调查分析,提出相应对策,以期帮助河南职业排球俱乐部更好的进行无形资产开发,加速职业化发展,进而促进我国职业排球俱乐部职业化的进程。
本文以20008—20009赛季河南天冠男子职业排球俱乐部和河南高新女子职业排球俱乐部的无形资产为研究对象,采用文献法、访谈法、问卷调查法、数理统计法和逻辑分析法等研究方法,对河南职业排球俱乐部的无形资产开发现状进行了全面系统的调查和深入分析,得出结论,并提出建设性对策。
河南职业排球俱乐部无形资产开发的现状:河南男女职业排球俱乐部主要进行了冠名权、广告权、服装标志权、主场门票等无形资产的开发; 68.5%的俱乐部工作人员对体育无形资产的内容不甚了解,开发意识不强;女排俱乐部无形资产开发规模不及男排俱乐部;俱乐部虽都找到了冠名赞助,但企业赞助金额不稳,广告权多通过关系置换给企业;主场门票销售虽通过各种措施有所增加,但主场仍然观众较少,气氛冷清;在服装标志、球员转会、媒体等无形资产方面有所经营,但开发深度不够,经营效果不佳。
河南职业排球俱乐部在无形资产开发中存在的主要问题有:(1)无形资产开发范围过窄;(2)有关无形资产的法律法规不健全;(3)无形资产经营管理和开发水平不高;(4)不注重中介机构。
对策:(1)明确俱乐部的产权关系,做到产权清晰,责、权、利明确,健全俱乐部机构设置,设立必要的市场经营开发部、财务部和法律事务部等;(2)加强俱乐部无形资产研究,更新理念,加强开发意识,扩宽无形资产开发领域;(3)加强技战术训练,提高竞技水平,争取联赛取得好成绩;(4)加强后备人才建设,扩大球员选拔范围,引进明星球员,提高俱乐部实力,围绕明星进行相应无形资产开发;(5)加强与媒体和赞助商的沟通,扩大俱乐部影响,吸引商家赞助;(6)采用多种渠道与观众沟通,培育球迷和球市,提高俱乐部知名度;(7)设立俱乐部营销部门,引进高素质经营管理人才,使无形资产开发科学化、规范化;(8)完善相关法规建设,出台有利于产业发展的法律和政策,改善竞技表演市场环境;(9)借鉴国内外发达职业体育俱乐部开发经验,完善俱乐部无形资产开发策略。
With the worldwide impact of the professional volleyball, the professional exploration of Chinese sports volleyball began in 1996. The Chinese professional volleyball league system and the competition system is reformed constantly, and a series of the market-oriented regulations and policies is issued, these reforms effectively improved our professional volleyball development environment and promoted Chinese volleyball professional process. The professional volleyball club of Henan is a product of volleyball’s professionalism of China, and is the highest level of professional volleyball in Henan Province. However, after 10 years, there are still some problems in management and marketing developments. The club is only the name of professional clubs, does not have entity. It still take the body worker team’s old way. In particular, the management and development of intangible assets of the club can not be optimistic. For this reason, the author have carried out the investigation of the current situation, the existence question, such as corporate sponsorship, ticket management, athletes transfers and media broadcast in the men an women professional volleyball club of Henan Province, and have proposed appropriate measures, in order to help the club in making better exploitation of intangible assets, and accelerating the professional development, thus promoting process of Chinese professional volleyball club.
In this paper, by using the different research methods, such as, the documentation method, the questionnaire investigation method, the interview method, the mathematics statistic method and the logic analytic, the author choose the intangible asset of the men professional volleyball club and the women professional volleyball club of Henan participating in the 2008-2009 national volleyball tournament as the research object. It analyzed the current situation and problems of the intangible assets development of the volleyball club of Henan Province deeply and have drawn the following conclusions and have put forward the constructive suggestion.
The current situation of the professional volleyball club of Henan: The development of intangible asset is mainly the naming rights, advertising rights management, business clothes the right signs, tickets home business; The 68.5% staffs of club do not know the sports intangible assets, the development awareness of intangible assets is not strong; The development scale of intangible assets of the women Volleyball Club is less than the man’s; The clubs have found a title sponsor, but the amount is not instability in corporate sponsorship; The more advertising rights is replaced to the enterprise; The ticket sales have increased through various measures, but the home audience is still small and the atmosphere is deserted; Although the club have developed the intangible assets, such as the clothing logo, the player transfers, the media, but the development is not enough and ineffective.
The existing major problems: (1)The development of intangible assets is too narrow; (2)The laws and regulations relating to intangible assets do not sound perfect; (3) The management and development level of Intangible assets is not too high; (4)Does not focus on the intermediaries.
Countermeasures: (1)to clarify the proper ownership of club, to make responsibilities, rights, benefits clear, to improve the club institutional setup, to set up the necessary market operation Development, Finance Department and Legal Affairs, etc.; (2)to strengthen the club intangible assets research, to update concepts, to strengthen the development of consciousness, to widen the intangible development area; (3)to strengthen the technical and tactical training, to raise the level of competition and to strive to obtain good results in league; (4)to strengthen the building of reserve personnel, to expand the scope of player selection, to introduce the star players from the other club, so to improve the club strength and make the appropriate development of intangible assets around the stars; (5)to enhance communication between the media and sponsors, so to expand the club influence and attract business sponsorship; (6)to build a variety of channels to communicate with the audience, to cultivate fans and the volleyball market, so to raise the club profile; (7)to establish the club marketing department, to introduce high-quality management personnel, so to make intangible assets development scientific and standardized; (8)to perfect relevant laws, and issue laws and policies in favor of industrial development, to improve the athletic performance market environment; (9)to learn the advanced management experience from the foreign sports club, to perfect the management strategy of the club intangible assets.
本文以20008—20009赛季河南天冠男子职业排球俱乐部和河南高新女子职业排球俱乐部的无形资产为研究对象,采用文献法、访谈法、问卷调查法、数理统计法和逻辑分析法等研究方法,对河南职业排球俱乐部的无形资产开发现状进行了全面系统的调查和深入分析,得出结论,并提出建设性对策。
河南职业排球俱乐部无形资产开发的现状:河南男女职业排球俱乐部主要进行了冠名权、广告权、服装标志权、主场门票等无形资产的开发; 68.5%的俱乐部工作人员对体育无形资产的内容不甚了解,开发意识不强;女排俱乐部无形资产开发规模不及男排俱乐部;俱乐部虽都找到了冠名赞助,但企业赞助金额不稳,广告权多通过关系置换给企业;主场门票销售虽通过各种措施有所增加,但主场仍然观众较少,气氛冷清;在服装标志、球员转会、媒体等无形资产方面有所经营,但开发深度不够,经营效果不佳。
河南职业排球俱乐部在无形资产开发中存在的主要问题有:(1)无形资产开发范围过窄;(2)有关无形资产的法律法规不健全;(3)无形资产经营管理和开发水平不高;(4)不注重中介机构。
对策:(1)明确俱乐部的产权关系,做到产权清晰,责、权、利明确,健全俱乐部机构设置,设立必要的市场经营开发部、财务部和法律事务部等;(2)加强俱乐部无形资产研究,更新理念,加强开发意识,扩宽无形资产开发领域;(3)加强技战术训练,提高竞技水平,争取联赛取得好成绩;(4)加强后备人才建设,扩大球员选拔范围,引进明星球员,提高俱乐部实力,围绕明星进行相应无形资产开发;(5)加强与媒体和赞助商的沟通,扩大俱乐部影响,吸引商家赞助;(6)采用多种渠道与观众沟通,培育球迷和球市,提高俱乐部知名度;(7)设立俱乐部营销部门,引进高素质经营管理人才,使无形资产开发科学化、规范化;(8)完善相关法规建设,出台有利于产业发展的法律和政策,改善竞技表演市场环境;(9)借鉴国内外发达职业体育俱乐部开发经验,完善俱乐部无形资产开发策略。
With the worldwide impact of the professional volleyball, the professional exploration of Chinese sports volleyball began in 1996. The Chinese professional volleyball league system and the competition system is reformed constantly, and a series of the market-oriented regulations and policies is issued, these reforms effectively improved our professional volleyball development environment and promoted Chinese volleyball professional process. The professional volleyball club of Henan is a product of volleyball’s professionalism of China, and is the highest level of professional volleyball in Henan Province. However, after 10 years, there are still some problems in management and marketing developments. The club is only the name of professional clubs, does not have entity. It still take the body worker team’s old way. In particular, the management and development of intangible assets of the club can not be optimistic. For this reason, the author have carried out the investigation of the current situation, the existence question, such as corporate sponsorship, ticket management, athletes transfers and media broadcast in the men an women professional volleyball club of Henan Province, and have proposed appropriate measures, in order to help the club in making better exploitation of intangible assets, and accelerating the professional development, thus promoting process of Chinese professional volleyball club.
In this paper, by using the different research methods, such as, the documentation method, the questionnaire investigation method, the interview method, the mathematics statistic method and the logic analytic, the author choose the intangible asset of the men professional volleyball club and the women professional volleyball club of Henan participating in the 2008-2009 national volleyball tournament as the research object. It analyzed the current situation and problems of the intangible assets development of the volleyball club of Henan Province deeply and have drawn the following conclusions and have put forward the constructive suggestion.
The current situation of the professional volleyball club of Henan: The development of intangible asset is mainly the naming rights, advertising rights management, business clothes the right signs, tickets home business; The 68.5% staffs of club do not know the sports intangible assets, the development awareness of intangible assets is not strong; The development scale of intangible assets of the women Volleyball Club is less than the man’s; The clubs have found a title sponsor, but the amount is not instability in corporate sponsorship; The more advertising rights is replaced to the enterprise; The ticket sales have increased through various measures, but the home audience is still small and the atmosphere is deserted; Although the club have developed the intangible assets, such as the clothing logo, the player transfers, the media, but the development is not enough and ineffective.
The existing major problems: (1)The development of intangible assets is too narrow; (2)The laws and regulations relating to intangible assets do not sound perfect; (3) The management and development level of Intangible assets is not too high; (4)Does not focus on the intermediaries.
Countermeasures: (1)to clarify the proper ownership of club, to make responsibilities, rights, benefits clear, to improve the club institutional setup, to set up the necessary market operation Development, Finance Department and Legal Affairs, etc.; (2)to strengthen the club intangible assets research, to update concepts, to strengthen the development of consciousness, to widen the intangible development area; (3)to strengthen the technical and tactical training, to raise the level of competition and to strive to obtain good results in league; (4)to strengthen the building of reserve personnel, to expand the scope of player selection, to introduce the star players from the other club, so to improve the club strength and make the appropriate development of intangible assets around the stars; (5)to enhance communication between the media and sponsors, so to expand the club influence and attract business sponsorship; (6)to build a variety of channels to communicate with the audience, to cultivate fans and the volleyball market, so to raise the club profile; (7)to establish the club marketing department, to introduce high-quality management personnel, so to make intangible assets development scientific and standardized; (8)to perfect relevant laws, and issue laws and policies in favor of industrial development, to improve the athletic performance market environment; (9)to learn the advanced management experience from the foreign sports club, to perfect the management strategy of the club intangible assets.
引文
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