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
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.