CBA（中国男子篮球职业联赛）品牌传播策略

发布时间：2018-04-24 02:29

本文选题：CBA + 体育赛事品牌　；参考：《浙江大学》2017年硕士论文

【摘要】：2015年成为中国体育产业的元年,各大企业、财团的资本开始涌入体育产业,由此带来了中国的体育产业热,作为体育产业发展最根本的体育赛事也随之升温,巨头公司或是着力打造本土体育赛事,或是天价购买国外已有的体育赛事版权。而作为本土重要的赛事品牌——CBA(中国男子篮球职业联赛)在外援水平提高、赞助金额上涨的情况下,品牌传播策略方面却遇到了诸多问题。在赛事推广、运动员商业价值开发、公共关系、市场合作伙伴等多方面尚不成熟,负面消息不断,CBA的品牌形象因此不断受损。伴随着足球、乒乓球、羽毛球等国内联赛的快速发展,以及NBA、英超、西甲等国外联赛版权的涌入,CBA联赛面临着巨大的挑战,有限的中国体育消费人群面临国内外赛事的抢夺和瓜分。本设计采用访谈法、问卷调查法、文献分析法,从赛事品牌的角度,回溯CBA联赛品牌的发展历程、厘清CBA赛事品牌的各项元素、分析CBA联赛品牌存在的问题、明确CBA联赛品牌的品牌定位。并结合问题与定位提出"1123工程",为CBA联赛设计一整套联赛品牌传播方案。本设计结合了业界最前沿的资料,站在赛事品牌的宏观角度,对本土赛事品牌进行了深入的分析。结合问卷调查分析的结果,CBA联赛的定位应是:高性价比的本土体育赛事,为观众提供最好的观赛体验。结合问卷调查、文献分析及访谈,提出CBA联赛因坚持两条路线:本土化路线和赛事体验路线;做到两个完善:完善CBA联赛媒体传播、完善CBA联赛文化建设;以及完成三点提升:提升比赛质量、提升裁判员水平、提升CBA球员的社会参与度。
[Abstract]:In 2015, as the first year of China's sports industry, the capital of major enterprises and consortia began to pour into the sports industry. As a result, China's sports industry became hot. As the most fundamental development of the sports industry, sports events also increased. Giant companies are either building local sporting events or buying copyrights for foreign sporting events at sky-high prices. As an important local competition brand, CBA (Chinese Men's Basketball Professional League) has encountered a lot of problems in the aspect of brand communication strategy when the level of foreign aid and the amount of sponsorship are increased. In the competition promotion, athlete commercial value development, public relations, market partner and so on many aspects are not mature, the negative news unceasingly loses the CBA brand image as a result. With the rapid development of football, table tennis, badminton and other domestic leagues, as well as the influx of foreign league rights such as NBA, Premier League, Spanish League and so on, the CBA league is facing enormous challenges. The limited Chinese sports consumption crowd faces the domestic and foreign competition snatch and the partition. This design adopts the interview method, the questionnaire survey method, the literature analysis method, from the competition brand angle, backtrack the CBA league tournament brand development process, clarifies each element of the CBA tournament brand, analyzes the CBA league tournament brand existence question, Define the brand positioning of CBA league brand. Combined with the problem and positioning, this paper puts forward "1123 Project" to design a whole set of league brand communication scheme for CBA league. This design combines the most advanced data of the industry, and analyzes the local competition brand deeply from the macro point of view of the competition brand. According to the result of questionnaire survey, the position of CBA leagues should be: high performance-price ratio local sports events, to provide the best experience for the audience. Combined with questionnaire survey, literature analysis and interview, the author points out that CBA league matches adhere to two routes: local route and tournament experience route, two consummation: perfect CBA league media communication, perfect CBA league cultural construction; And complete three promotion: improve the quality of the game, improve the referee level, enhance the social participation of CBA players.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G841

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