对我国CBA联赛品牌的现状与品牌打造策略的研究

发布时间：2018-05-26 18:21

本文选题：CBA联赛品牌 + 发展现状　；参考：《北京体育大学》2009年硕士论文

【摘要】：目前,中国篮球职业联赛—即CBA联赛,已经成为目前中国最好的职业联赛,CBA联赛品牌的知名度和影响力在不断提高。本文通过文献资料法、问卷调查法、专家访谈法、数理统计法等对CBA联赛品牌的发展现状和CBA联赛品牌的打造策略进行调查和研究。得出了以下结论: 1.随着CBA联赛职业化进程的加快,CBA联赛品牌获得了巨大的发展空间。广大的观众逐渐认知并接受CBA联赛品牌,品牌的运作、经营等方面的水平与目前联赛的整体发展状况基本一致。 2.中国篮协和各职业俱乐部,在原有基础上增加了对CBA联赛品牌打造方面的投入,同时,加强了品牌同观众、球迷之间的联系。 3.CBA联赛品牌的发展,直接关系到经济利益和中国篮球整体发展水平,作为一种商品参与市场竞争,就必须意识到:管理体制上的问题,CBA联赛品牌的开发、经营、管理上的问题,市场宣传和相关产品的开发方面的问题,国际化趋势进展缓慢的问题等,都是制约CBA联赛品牌发展的重要因素。 4.CBA联赛品牌拥有独立的品牌名称,标识,近年来随着CBA联赛精彩程度的不断提高,CBA联赛品牌在知名度,美誉度和忠诚度方面,在国内市场都获得了一定的份额。但在国际市场上却进程缓慢,仅有美国等少数国家关注CBA联赛品牌。 5.CBA联赛品牌打造需要从五个方面加强:找准CBA联赛品牌的市场定位—中青年消费者作为主体市场、大学生群体作为潜在市场;树立CBA联赛品牌形象,涉及内在和外在形象的打造;加强对CBA联赛品牌的包装,从包装的形式、内容以及包装策略上进行调整;开发CBA联赛品牌的市场营销渠道,通过广告、促销、接触三个策略来创造、维持、发展联赛品牌与观众之间的关系;完善CBA联赛品牌的风险防范机制,建立CBA联赛品牌危机管理预警系统和实施CBA联赛品牌危机中的应急公关策略。
[Abstract]:At present, the reputation and influence of the CBA league has become the best professional league in China. Through the methods of literature, questionnaire, expert interview, mathematical statistics and so on, this paper investigates and studies the current situation of CBA league brand development and the CBA league brand building strategy. The following conclusions were drawn: 1. With the acceleration of the professionalization process of CBA league, the brand of CBA league has got a huge development space. The audience gradually recognized and accepted the CBA league brand, brand operation, management and other aspects of the level of the current league basically consistent with the overall development. 2. The China Basketball Association and professional clubs have increased their investment in the brand building of CBA league and strengthened the relationship between the brand and the audience and fans. The development of 3.CBA league brand is directly related to the economic benefits and the overall development level of Chinese basketball. As a commodity to participate in market competition, we must realize that the problems in management system are the problems in the development, management and management of 3.CBA league brand. The problems of market propaganda and related product development and the slow progress of internationalization are the important factors restricting the brand development of CBA league. The 4.CBA league brand has its own brand name and logo. In recent years, with the improvement of the wonderful degree of the CBA league, the brand has gained a certain share in the domestic market in the aspects of reputation, reputation and loyalty. But in the international market progress is slow, only the United States and a few countries focus on CBA league brands. It is necessary to strengthen the brand of 5.CBA league from five aspects: to find out the market orientation of the brand of CBA league-middle and young consumers as the main market, college students as the potential market, and to establish the brand image of CBA league. It involves building the internal and external image, strengthening the packaging of the CBA league brand, adjusting the packaging form, content and packaging strategy, developing the marketing channel of the CBA league brand, and promoting the brand through advertisement. Contact with three strategies to create, maintain, develop the relationship between the league brand and the audience; improve the CBA league brand risk prevention mechanism, establish the CBA league brand crisis management early warning system and implement the CBA league brand crisis emergency public relations strategy.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G841

【引证文献】