CBA品牌建设及其沟通策略研究

发布时间：2018-11-05 20:24

【摘要】： 由于中国经济多年来的高速增长,国家综合国力的增强和人民生活水平的提高,特别是今年北京奥运会的成功举办,体育产业已经成为社会各界关注的热门话题,政府、经济学家、媒体、大众都从不同的角度对体育产业给予了高度的关注。篮球产业的快速发展将成为可能。从篮球自身的影响力看,我国篮球运动的综合实力不断增强、影响力明显扩大,国际地位稳步提高。尤其是CBA职业联赛的改革,每一项改革都获得广泛关注,篮球的健康形象也为社会所称道,篮球运动正在成为中国群众参与度最高、社会影响力最大的运动项目之一。而中国篮球产业的发展离不开相关篮球赛事的支持和提高。CBA篮球职业联赛正是中国篮球产业发展的龙头,所以说,CBA的品牌建设就显得相当重要和紧迫,CBA不再仅仅是一个篮球赛事名称、一个商业名词,她已经成为集结社会、经济与民族情感的新的鲜活的概念品牌。当然,我们的篮球事业也面临着严重的考验,我们从外部和内部两个方面来看,来自外部的挑战,主要是国际著名体育赛事(NBA、NFL、职业棒球和欧洲职业足球等)对中国体育市场有策略的强势掠夺,以及中超和乒超等项目的有力争夺。这种竞争既体现在对体育消费人口的争夺,也体现在对赞助资源的争夺。来自内部的挑战,主要是CBA职业联赛尚处在初级阶段,对以上的严峻挑战还没有做好观念、组织以及适应市场能力等方面的准备。本文通过篮球发展的渊源、NBA及中国篮球发展现状的分析,对CBA篮球职业联赛品牌层层深入的分析,既探讨了CBA品牌成功的营销运营模式,也发掘了我国体育赛事乃至相关体育产业的运营的问题和差距,要全面健康发展,树立品牌意识,树立市场化、法制化、专业化的意识必不可少。相信在历史机遇的引领下,在经济大环境的带动下,在篮球界人士的努力下,CBA职业联赛必将如朝阳一样,冉冉升起、塑造辉煌。
[Abstract]:Due to the rapid growth of China's economy over the years, the enhancement of the country's comprehensive national strength and the improvement of the people's living standards, especially the successful hosting of this year's Beijing Olympic Games, the sports industry has become a hot topic of concern to all sectors of society. The government, Economists, the media, and the public all pay high attention to the sports industry from different angles. The rapid development of basketball industry will be possible. According to the influence of basketball itself, the comprehensive strength of basketball in our country has been strengthened, the influence has expanded obviously, and the international status has been steadily improved. Especially the reform of CBA professional league, every reform has been paid attention to widely, the healthy image of basketball is also praised by the society, basketball is becoming one of the sports items with the highest participation degree and the greatest social influence in China. The development of China's basketball industry can not be separated from the support and improvement of relevant basketball events. The CBA basketball professional league is the leading player in the development of China's basketball industry. Therefore, the brand building of CBA is quite important and urgent. No longer just a basketball title, a business noun, CBA has become a new concept brand that brings together social, economic, and national emotions. Of course, our basketball career is also facing a serious test, we from the external and internal aspects, from the external challenges, mainly the international famous sports events (NBA,NFL,) Professional Baseball and European Professional Football, etc.) the Chinese sports market has strategic predation, as well as the Chinese Super and Table Tennis and other events have a strong competition. This kind of competition is not only in the competition for sports consumption population, but also in the competition for sponsorship resources. The internal challenges, mainly the CBA professional league, are still in their infancy, but they are not well prepared for the above challenges in terms of concept, organization and ability to adapt to the market. Through the analysis of the origin of basketball development, NBA and the present situation of basketball development in China, this paper makes a deep analysis of the brand of CBA basketball professional league, and probes into the successful marketing operation mode of CBA brand. It also explores the problems and gaps in the operation of sports events and related sports industries in China. It is necessary to develop healthily, establish brand awareness, establish marketization, legalization and specialization. I believe that under the guidance of historical opportunities, under the economic environment, under the efforts of basketball professionals, the CBA professional league will be like the morning sun, rising slowly, shaping brilliance.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G841

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