中国男子篮球职业联赛市场营销机制评价模型构建及实证研究

发布时间：2018-06-22 06:13

本文选题：市场营销 + 评价模型　；参考：《沈阳体育学院学报》2017年03期

【摘要】：为了解当前中职篮市场营销机制存在的问题,促进中职篮市场化改革,运用文献资料法、德尔菲法、问卷调查法、数理统计法等,构建了中职篮市场营销机制指标体系评价模型,并进行实证研究。结果显示:目前该机制中主要存在"管办不分""俱乐部建设严重滞后""投资人对俱乐部过度干预""企业赞助意识不强"以及"联赛平台规模和球员培养机制均不能满足联赛市场发展需求"等问题。其根源在于联赛系统各个环节都存在管得过死、过度干预等现象,严重制约了联赛产品供给者的生存与发展。建议中职篮尽快实施管办分离,并授予俱乐部部分经营权,俱乐部也应尽快完成经营去行政化;扩大中职篮参赛球队数量以及各级青少年联赛规模,将国内外公共培养体系的后备人才资源纳入中职篮选秀制度。
[Abstract]:In order to understand the problems existing in the marketing mechanism of secondary vocational basketball and promote the market-oriented reform of secondary vocational basketball, the methods of literature, Delphi, questionnaire, mathematical statistics and so on are used. The evaluation model of target system of secondary vocational basketball marketing mechanism is constructed, and the empirical research is carried out. The results show that there are mainly "management", "serious lag in club construction", "excessive intervention of investors", "lack of corporate sponsorship consciousness" and "lack of league platform scale and player training mechanism" in the present mechanism. Can satisfy the league market development demand "and so on question." The root of this phenomenon lies in the existence of excessive management and excessive intervention in all aspects of the league system, which seriously restricts the survival and development of the league product suppliers. It is suggested that the secondary vocational basketball team should be separated as soon as possible, and the club should be granted part of the management right, and the club should also complete the operation and deadministrate as soon as possible, and expand the number of teams participating in the secondary vocational basketball team and the scale of youth league at all levels. The reserve talent resources of public training system at home and abroad are brought into the talent selection system of secondary vocational basketball.
【作者单位】：中北大学体育学院;北京体育大学教育学院;沈阳体育学院体育教育学院;
【基金】：山西省体育局科研课题(15TY116)
【分类号】：G841

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