NBA与CBA赛事赞助及营销比较研究

发布时间：2018-09-19 09:29

【摘要】：美国职业篮球联赛(National Basketball Association,简称NBA),于1946年6月6日在纽约成立(NBA的前身BAA在美国成立)。联盟成立之时只有11支球队,如今的NBA已发展到到了30支队伍,成为国际公认的第一职业化篮球运动联盟,甚至是第一个体育产业运动联盟。1997-1998赛季,NBA的比赛在全世界109家电视台,195个国家,以41种语言播出,有超过6亿户家庭收看,收入将近40亿美。2003-2004赛季,NBA赛事及节目以42种不同的语言透过151个不同的电视台在212个国家和地区播放,涉及家庭超过75亿户,观众31亿人,收入超过50亿美元。NBA在开发本国市场的基础上,积极探索拓宽国际市场,走一条立足美国、走向世界的道路。NBA在不断的扩大他们的全球电视转播网络,让世界更多地方的球迷能够从电视上欣赏到NBA的精彩赛事。不仅如此,赞助商对NBA的赞助也是种类繁多,有对联盟的赞助,也有对球队的赞助,还有对某一次活动的赞助。赞助商的规模、赞助的支持类型和数量也是也非常可观。1995年,中国篮球协会创办了“中国男子篮球甲级联赛”(China Basketball Association,简称CBA),有12支球队,中国篮球开始走上了职业化的道路,中国篮球市场的运作也开始逐步的专业化和市场化。然而,一直到2005年,CBA联赛中才有广东宏远俱乐部承认已经开始盈利,其他的球队依然处于入不敷出的泥潭不能自拔,CBA联赛中依然有许多球队处于亏损状态。发展至今CBA有20支球队。NBA为何能成为世界顶尖的职业篮球赛事,在职业篮球赛事中立于不败之地,稳固前进,这跟NBA成熟的赞助、营销是密不可分的。本文通过文献资料法、逻辑分析法、比较分析法、数据分析法的研究方法对NBA与CBA赞助、营销进行比较研究。首先对NBA与CBA赞助现状的比较研究,找出NBA与CBA在赞助支持的类型、赞助收入、赞助商的差距,然后通过数据、资料对比分析。然后,对NBA与CBA的营销现状比较分析,包括NBA与CBA营销的影响因素(参赛球队及logo、比赛质量、其它产品开发、电视转播、公共关系、门票、广告)、推广策略的比较分析。最后,对NBA和CBA赞助与营销的关系进行研究。从而全方位的进行研究,找出两者的差距,为CBA中国职业篮球联赛更好的发展提出建议。研究结果显示:一、数量多、规模大的赞助商需要成功的营销模式与策略做基础,而篮球赛事营销需要更多的赞助支持类型,一定数量和规模大的赞助商做后盾,营销活动与赞助活动是利益共同体,二者相互依赖,相互促进。二、篮球赛事营销需要一定数量的球队基础。三、篮球赛事营销需要球队吉祥物要能调节好球场气氛,球队logo需要富有自身的文化色彩。四、篮球赛事营销需要高质量的比赛为前提。五、篮球赛事营销需要对其它产品进行多层次的开发。六、篮球赛事营销需要对篮球赛事进行大范围、高频率的转播。七、篮球赛事营销需要有成熟处理、应对公共关系方法和体系。八、篮球赛事营销需要需要合理的门票价格,容纳较多人数的场馆,一定数量的观众。九、篮球赛事营销需要大量广告进行宣传。十、篮球赛事营销需要完善的品牌推广策略。建议CBA篮球赛事赞助、营销策略改革方向:一、寻求更多的赞助支持类型、大规模的赞助商。二、CBA篮球联赛球队数量需要扩充。三、CBA需要提高球场内吉祥物活跃度。四、CBA职业篮球联赛需提高比赛质量,打造CBA品牌,加快联赛市场化。五、CBA注重开发其有形资产的同时,更要重视对无形资产的开发。六、CBA需要向全世界各个国际和地区的媒体提供CBA的新闻和消息。并充分利用电视媒体和报纸、杂志,对CBA进行大力的宣传。七、CBA需要制定一套符合自身要求的公关策略,来维护公关关系。八、CBA需要合理调整门票价格,增加对场馆的建设,并提高场馆人数容量。九、全方位的加大对CBA篮球赛事的转播,需找国际化的转播合作伙伴。并加大广告力度,维护赞助商的广告权益。十、CBA联赛营销不能局限于一种服务或产品,更重要的是对中国篮球文化的一种传播。赞助、营销是职业篮球联赛的重要市场行为,直接影响着职业篮球联赛的市场收益。收益的好坏直接影响着职业篮球联赛的发展。希望该研究对中国篮球赛事赞助营销,对中国篮球联赛科学、健康、有序的发展带来一定的促进作用和理论指导。
[Abstract]:The National Basketball Association (NBA) was founded in New York on June 6, 1946 (the NBA's predecessor, BAA, was founded in the United States). When the League was founded, there were only 11 teams. Today, the NBA has grown to 30 teams, becoming the internationally recognized first professional basketball league, or even the first sports industry. In the 1997-1998 season, NBA games were broadcast on 109 television stations, 195 countries, 41 languages, more than 600 million households and nearly $4 billion in revenue. In the 2003-2004 season, NBA games and programs were broadcast in 42 different languages through 151 different television stations in 212 countries and regions, involving more than 7.5 billion families. The NBA is expanding its global television broadcasting network to allow fans in more parts of the world to watch NBA games on television. Sponsors sponsor the NBA in a variety of ways, including League sponsorship, team sponsorship, and sponsorship of an event. The scale of sponsorship, the type and amount of sponsorship is also very considerable. In 1995, the Chinese Basketball Association founded the "Chinese Basketball Association" (abbreviated as "Chinese Basketball Association"). CBA), there are 12 teams, Chinese basketball began to take the road of professionalism, the operation of the Chinese basketball market has begun to gradually professional and market-oriented. However, until 2005, the CBA League in Guangdong Hongyuan Club admitted that it has begun to make profits, the other teams are still in the quagmire of not enough money to pull out, CBA League relying on. There are 20 teams in the CBA. How can the NBA become the world's top professional basketball tournament, in the professional basketball tournament in an invincible position, solid progress, with the NBA's mature sponsorship, marketing is inseparable. This paper through literature, logical analysis, comparative analysis, data analysis. Methods The research methods of NBA and CBA sponsorship, marketing comparative study. First of all, the NBA and CBA sponsorship status of comparative study, to find out the NBA and CBA in sponsorship support types, sponsorship income, sponsor gap, and then through data, data comparative analysis. Then, the NBA and CBA marketing status of comparative analysis, including NBA and CBA marketing impact factors. Finally, the relationship between NBA and CBA sponsorship and marketing is studied. Thus, the gap between the two is found out and suggestions for the better development of CBA professional basketball league are put forward. The results show that: first, a large number of sponsors need a successful marketing model and strategy as the basis, while basketball marketing needs more types of sponsorship support, a certain number of sponsors and large-scale backing, marketing activities and sponsorship activities are the interests of the community, the two are interdependent and mutually reinforcing. second, basketball marketing needs Third, the marketing of basketball matches needs the mascots of the team to adjust the atmosphere of the stadium, and the logo of the team needs to be rich in its own cultural color. Fourth, the marketing of basketball matches needs high-quality matches as the premise. Fifth, the marketing of basketball matches needs to carry out multi-level development of other products. Sixth, the marketing of basketball matches needs. Basketball matches should be broadcasted on a large scale and in a high frequency. 7. Basketball matches marketing needs to be dealt with maturely, and public relations methods and systems should be dealt with. 8. Basketball matches marketing needs reasonable ticket prices, a large number of venues, a certain number of spectators. 9. Basketball matches marketing needs a large number of advertising. It is suggested that CBA basketball sponsorship and marketing strategy reform should be carried out: first, seeking more sponsorship and support types, large-scale sponsors. second, the number of CBA Basketball League teams needs to be expanded. third, CBA needs to improve the activity of mascots on the court. fourth, CBA Professional Basketball League needs to improve the quality of the game. Fifth, CBA should pay attention to the development of its tangible assets, but also to the development of intangible assets. Sixth, CBA needs to provide CBA news and information to international and regional media all over the world. Eighth, the CBA needs to rationally adjust ticket prices, increase the construction of venues, and increase the number of venues capacity. Ninth, to increase the all-round broadcast of CBA basketball games, we need to find international broadcasting partners. Competition marketing can not be limited to a service or product, more importantly, it is a kind of dissemination of Chinese basketball culture. Sponsorship, marketing is an important market behavior of professional basketball league, which directly affects the market income of professional basketball league. Sponsorship marketing can promote the scientific, healthy and orderly development of China's basketball league.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G841

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