| （Department of Volleyball，Guangzhou Sport University，Guangzhou 510500，China） Abstract: Intangible asset refers to an asset that does not have a material form but can provide the users with certain rights and economic effects. Intangible assets of Guangzhou Asian Games include TV relay right, sponsoring right, naming right, chartered merchandize selling right and advertisement releasing right, and such intangible assets are provided with a tremendous space for development. Strategies that can be adopted for the development and protec-tion of intangible assets of Guangzhou Asian Games include intensifying development and protection awareness, establishing professional teams, enhancing service awareness and quality, learning from Beijing Olympic Commit-tee, perfecting rules and regulations, showing attention on media communication effects, and strengthening the pro-tection of intangible assets of Guangzhou Asian Games via promotion, legislation, administration and jurisdiction means.
Key words: sports industry；intangible assets；Guangzhou Asian Games |
