中国女子排球联赛发展现状分析

发布时间：2018-06-13 21:33

本文选题：中国女子排球联赛 + 发展环境　；参考：《南京师范大学》2017年硕士论文

【摘要】：本研究目的在于通过考察中国女子排球联赛的现状,归纳中国女子排球联赛的发展环境、管理体制、盈利模式和品牌建构过程中的主要做法、特征和存在的主要问题,在此基础上,研究中国女子排球联赛的发展策略。采用文献资料法、案例分析法、专家访谈法、数理统计法进行研究,得出如下结论:(1)中国女子排球联赛的外部政治环境较为稳定,且社会环境优越,技术环境不断改善,但中国女子排球联赛的经济环境充满不确定性。(2)随着科技支撑水平的提升,外籍球员的引入,转会制度的改良,商业化的程度逐步加深,中国女子排球联赛快速成长,只是未见成熟端倪。(3)中国女子排球联赛的不成熟主要表现为以下不足:运动员基数不足,排球基础教育普及度差,宣传和受众人群少,商业化发展思路不开阔,职业化、规范化程度不深。中国女子排球联赛的盈利模式,仍然无法摆脱以“拉赞助”为主,门票收入、电视转播、特许经营不发达的格局。根据上述研究结论建议如下:(1)中国女子排球联赛的发展仍需要更多的时间和投入。首先要明确队员和教练,特别是队员作为职业运动员的法律地位,制定专门规范职业运动员劳动关系的相关法律,建立完善的协商制度,这是女排联赛知识产权开发的基础。打造的“明星”应该具备优秀的技术能力、人格魅力并担负社会责任,这是联赛整体公关的关键环节。在契约的基础上,放开企业赞助或代言活动,提升职业女排明星的知名度,与媒体连结成为互利的共生结构。(2)以球队作为品牌塑造的主要目标,强化中国女排联赛球迷品牌爱与追随力。利用女排精神吸引资本、球迷和俱乐部协作,放宽人才流动,增强联赛的观赏性和悬念,强化青训,确保为联赛和国家队输送人才。只有排球事业整体发展才有可能做到相得益彰。
[Abstract]:The purpose of this study is to summarize the development environment, management system, profit model and brand building process of the Chinese women's volleyball league by investigating the present situation of the Chinese women's volleyball league. On this basis, the development strategy of China Women's Volleyball League is studied. By using the methods of literature, case analysis, expert interview and mathematical statistics, it is concluded that the external political environment of the Chinese Women's Volleyball League is stable, the social environment is superior, and the technical environment is constantly improving. However, the economic environment of the Chinese Women's Volleyball League is full of uncertainty.) with the improvement of the level of science and technology, the introduction of foreign players, the improvement of the transfer system and the degree of commercialization, the Chinese Women's Volleyball League has grown rapidly. The immature performance of Chinese women's volleyball league is as follows: the number of players is insufficient, the popularity of basic volleyball education is poor, the number of propaganda and audience is small, the development of commercialization is not open and professional. The degree of standardization is not deep. The profit pattern of China Women's Volleyball League is still unable to get rid of the underdeveloped pattern of "pull sponsorship", ticket income, TV broadcasting and franchise. According to the above conclusions, the following suggestions are made: (1) the development of China Women's Volleyball League still needs more time and investment. First of all, it is necessary to clarify the legal status of the players and coaches, especially the players as professional athletes, to formulate relevant laws to regulate the labor relations of professional athletes, and to establish a perfect consultation system, which is the basis for the development of intellectual property rights in the Women's Volleyball League. The star should have excellent technical ability, charisma and social responsibility, which is the key link of the whole public relations. On the basis of the contract, let go of corporate sponsorship or endorsement activities, enhance the popularity of professional women's volleyball stars, and link to the media as a symbiotic structure of mutual benefit. Strengthen the Chinese Women's Volleyball League fan brand love and follow. Using the spirit of women's volleyball to attract capital, fans and clubs to relax the flow of talent, enhance the appreciation and suspense of the league, strengthen the youth training, to ensure the league and national team transfer of talent. Only the overall development of volleyball career can achieve mutual benefit.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G842

【参考文献】