CBA联赛主场文化研究
发布时间：2018-07-27 12:18
【摘要】： 一百多年来,篮球运动在世界、在中国得到了广泛的普及和发展,已经从过去单纯的竞技游戏转变为今天集政治影响力、经济生产力、社会亲和力、文化传播力为一体的新型文化载体,成为全球体育娱乐文化的重要组成部分。始于1995年的CBA联赛,经过十几年的发展和完善,其竞赛市场迅速发育和发展起来,并占有一定的市场份额,而要想占有和保持大量的市场份额,就必须提供满足观众需求的文化产品,以CBA联赛职业化改革为契机,实施联赛文化建设工程。 2005年,篮球运动管理中心以深化CBA联赛职业化改革为重点,在“北极星计划”的指引下,出台了一系列的职业化改革措施,构建了CBA联赛改革的蓝图。提出坚持“国际视野”和“中国道路”的二元思维,逐步形成“竞技篮球、娱乐篮球、财富篮球、文化篮球”四位一体的新篮球观。逐步进行以新型管理模式、新型竞赛模式、新型商务开发模式、篮球文化建设模式为核心的CBA联赛职业化建设。以篮球文化建设来统筹国家队备战奥运会、联赛职业化改革和社会篮球活动等几项工作。篮球文化就是篮球运动的“魂”,把这一篮球文化理念上升到“关系篮球运动能否实现可持续发展”的高度,是我国篮球工作者对社会变迁过程中,篮球运动与现代社会文化价值体系相互融合的经验总结和理性认识。鉴于CBA职业联赛采用主客场赛制,因此CBA联赛文化的建设工程,有待于联赛各俱乐部在各自主场文化的建设上集思广益、积极创新,把主场比赛注入人文精神,打造CBA联赛背后的文化底蕴,构筑CBA联赛的文化品牌。 本课题以CBA联赛为依托,运用文献资料法、观察法、访谈法、数理统计法、逻辑分析法等对CBA联赛文化构成因素中的球队和队员、主场球馆、主场比赛、主场标志产品、娱乐文化表演、球迷行为表现和主场服务措施等文化载体进行分析研究,研究结论如下: 1、目前16支CBA联赛队伍中,主场球馆设在省会城市的有7个,设在直辖市有2个、篮球城市6个,为了扩大影响面,有3支球队拥有2个主场,有4支属迁入性球队,其中东莞市拥有两个球队的主场球馆。各俱乐部的主场球馆建设开始由过去的租借地转变为现在的创建。各俱乐部主场球队的队名选取、队标设计和吉祥物造型彰显了地域特色、传承了民族文化、带有典型的商业色彩;主场球队的职业精神风貌、技艺的展示和战术思维创新提高了球队的竞争力;球队包装和明星培养为主场比赛汇聚了人气;各球队整体实力正逐步提高,球队之间的实力正在逐步缩小。 2、为了满足球迷看球、评球和玩球的需要,各个俱乐部还利用主队球迷协会,组织球迷与球星座谈、为球队发展献计献策等活动加强与球迷观众的亲和力。球迷观众通过加油口号、支持标语、制作主队明星画、涂抹脸画等视听符号为球队和球星助威呐喊,烘托赛场气氛,增加赛场活力;通过参与互动活动体验主场文化魅力,营造了健康积极,乐观向上的球迷文化。 3、CBA联赛各主场布置体现出了应有的人文关怀。采用新的翻转广告板,并设专人负责场内广告板的维护、清洁和正常显示。部分主场还设有包厢和专卖柜,提供食品和销售标志产品。新的篮板、篮架、地板、计分系统、计时系统以及明快的主场颜色,提高了电视转播效果和观众的视觉效果。场内张贴的巨型球员照片和悬挂退役球员的球衣及其号码,增加了主场的文化氛围。 4、各主场在球票销售和娱乐活动等服务管理上,体现了“服务球迷,服务媒体”工作理念。包括:设专人负责主场球馆区域的门票销售和后续服务工作;从舞蹈理论、舞蹈形体、舞蹈编排等方面对各个主场的啦啦队进行专业培训;暖场音乐的制作上选取了最适合篮球的HIP-HOP音乐风格,同时加入一些中国音乐元素,像琵琶、京剧等。 5、CBA联赛主场文化的价值在于:它衍生出了主场效应;稳定了主场球迷群体;造就了主场球队的归属感;传承了地域文化和增强了主场城市群众的社会荣誉感和凝聚力。CBA联赛主场文化具有比赛主导性、地域性、民族性和职业联赛的阶段性特征。 针对以上研究的结果对CBA联赛主场文化建设提出如下对策: 1、CBA联赛主场文化建设要树立以球迷需求为中心的文化营销理念,大力建设球迷管理机构,构建联赛与球迷观众之间的互动平台,宣传引导文明健康、积极向上的球迷文化。 2、完善竞赛体制,强化对裁判员和运动员培养,提高主场比赛质量;增强比赛的欣赏性和精彩度;宣传包装主场比赛、塑造主队球星,提高比赛的美誉度;加强与媒体的联系,扩大赛事的宣传力度。 3、提高球队的技术水平、战术素养、文化知识水平和职业道德修养,提升运动员自我形象塑造意识,增强球员与媒体、球迷和赞助商的沟通与互信,以获取比赛稳定的忠诚度。
[Abstract]:In the past more than 100 years, basketball has been widely popularized and developed in the world. It has changed from the simple games in the past to a new cultural carrier integrating political influence, economic productivity, social affinity and cultural communication. It has become an important part of the global sports entertainment culture. It began in the 1995 CB. The A League, after more than ten years of development and perfection, has developed and developed rapidly and has a certain market share. In order to occupy and maintain a large market share, we must provide cultural products to meet the needs of the audience and take the opportunity of the professional reform of the CBA League as an opportunity to implement the cultural construction project of the league.
In 2005, the center of basketball sports management focused on deepening the professional reform of the CBA League. Under the guidance of the "Polaris program", a series of professional reform measures were introduced and the blueprint of the reform of the CBA League was constructed. The two yuan thought of adhering to the "international vision" and "China Road" was put forward, and "competitive basketball, entertainment basketball" was gradually formed. "Fortune basketball, cultural basketball" four in one new basketball view. Gradually take the new management mode, new competition mode, new business development mode, basketball culture construction mode as the core of the CBA league professional construction. Basketball culture is the "soul" of basketball, and this basketball cultural concept is rising to the height of "whether the relationship can achieve sustainable development". It is a summary of experience and rational understanding of the integration of basketball and modern social culture value system in the process of social change. In view of the CBA job, the basketball workers in China are in the process of social vicissitude. The industry League uses the main and the guest game system, so the construction of the CBA league culture needs to be considered by the League clubs in the construction of their own home culture, actively innovating, inject the home game into the humanistic spirit, build the cultural background behind the CBA League, and build the cultural brand of the CBA League.
Based on the CBA League, this topic uses literature, observation, interview, mathematical statistics, logic analysis and so on to analyze and study the cultural carriers of the cultural elements of the CBA League, home court, home game, home mark products, entertainment cultural performance, fan behavior performance and home service measures. The conclusion is as follows:
1, at present, among the 16 CBA league teams, 7 home courts are located in the provincial capital cities, 2 are located in the central municipality, and 6 basketball cities. In order to expand the impact side, 3 teams have 2 home sites and 4 belong to the moving teams, of which Dongguan has home clubs of two teams. The construction of home clubs in the clubs began to be rented by past renting. The selection of team team names, team logo design and mascot modeling show regional characteristics, inherit national culture and have typical commercial color. The professional spirit and features of home teams, technical display and tactical thinking innovation raise the competitiveness of the team; team packaging and star training are the key points. The popularity of home games is gathering popularity; the overall strength of each team is gradually improving, and the strength between teams is gradually narrowing.
2, in order to meet the needs of the fans to watch, judge and play the ball, the clubs also make use of the home team fan association, organize the fans and the stars, make suggestions for the development of the team, and strengthen the affinity with the fans. The fans spectators, through the slogan of refueling, support the slogan, make the star painting of the home team, smear the face painting and other audio-visual symbols for the team and It is a positive and positive culture of fans.
3, the home layout of the CBA League shows the proper humanistic care. A new flip board is adopted, and a special person is responsible for the maintenance, cleaning and normal display of the advertising board. Some homes are also equipped with boxes and cabinets, provide food and sales symbols. New rebounds, baskets, floors, scoring systems, timing systems, and quick owners. The color of the field increases the effect of the TV broadcast and the visual effect of the audience. The photos of the giant players posted on the field and the shirts and numbers that hang out the retired players have increased the cultural atmosphere at home.
4, each home in the ball ticket sales and entertainment services, such as service management, embodies the "service fans, service media" work concept. Including: set up a special person in charge of home court hall area ticket sales and follow-up service work, from the dance theory, dance form, choreography and other aspects of the home cheerleading professional training; warm music music The selection of the most suitable for basketball HIP-HOP music style, while adding some elements of Chinese music, such as pipa, Beijing opera.
5, the value of the home culture of the CBA League is: it derives the home effect, stabilizes the home fan group, brings up the sense of belonging of the home team, inherits the regional culture and strengthens the social honor of the home city masses and the cohesiveness of the home culture of the.CBA League, which is dominant, regional, ethnicity and professional league. Sexual characteristics.
According to the above research results, the following countermeasures are put forward for CBA League home culture construction.
1, the culture construction of the CBA League home culture should set up the cultural marketing concept centered on the demand of the fans, build the fan management organization, build the interactive platform between the league and the fans, and publicize and guide the healthy and positive culture of the fans.
2, improve the competition system, strengthen the training of referees and athletes, improve the quality of the home games, enhance the appreciation and brilliance of the games, propagate the home games in the home, shape the host star, improve the reputation of the competition, strengthen the contact with the media, and expand the publicity of the competition.
3, improve the team's technical level, tactical literacy, cultural knowledge level and professional moral cultivation, improve the self image of the athletes, enhance the communication and mutual trust between the players and the media, fans and sponsors, in order to obtain the stability of the loyalty of the game.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G841
本文编号：2147799
[Abstract]:In the past more than 100 years, basketball has been widely popularized and developed in the world. It has changed from the simple games in the past to a new cultural carrier integrating political influence, economic productivity, social affinity and cultural communication. It has become an important part of the global sports entertainment culture. It began in the 1995 CB. The A League, after more than ten years of development and perfection, has developed and developed rapidly and has a certain market share. In order to occupy and maintain a large market share, we must provide cultural products to meet the needs of the audience and take the opportunity of the professional reform of the CBA League as an opportunity to implement the cultural construction project of the league.
In 2005, the center of basketball sports management focused on deepening the professional reform of the CBA League. Under the guidance of the "Polaris program", a series of professional reform measures were introduced and the blueprint of the reform of the CBA League was constructed. The two yuan thought of adhering to the "international vision" and "China Road" was put forward, and "competitive basketball, entertainment basketball" was gradually formed. "Fortune basketball, cultural basketball" four in one new basketball view. Gradually take the new management mode, new competition mode, new business development mode, basketball culture construction mode as the core of the CBA league professional construction. Basketball culture is the "soul" of basketball, and this basketball cultural concept is rising to the height of "whether the relationship can achieve sustainable development". It is a summary of experience and rational understanding of the integration of basketball and modern social culture value system in the process of social change. In view of the CBA job, the basketball workers in China are in the process of social vicissitude. The industry League uses the main and the guest game system, so the construction of the CBA league culture needs to be considered by the League clubs in the construction of their own home culture, actively innovating, inject the home game into the humanistic spirit, build the cultural background behind the CBA League, and build the cultural brand of the CBA League.
Based on the CBA League, this topic uses literature, observation, interview, mathematical statistics, logic analysis and so on to analyze and study the cultural carriers of the cultural elements of the CBA League, home court, home game, home mark products, entertainment cultural performance, fan behavior performance and home service measures. The conclusion is as follows:
1, at present, among the 16 CBA league teams, 7 home courts are located in the provincial capital cities, 2 are located in the central municipality, and 6 basketball cities. In order to expand the impact side, 3 teams have 2 home sites and 4 belong to the moving teams, of which Dongguan has home clubs of two teams. The construction of home clubs in the clubs began to be rented by past renting. The selection of team team names, team logo design and mascot modeling show regional characteristics, inherit national culture and have typical commercial color. The professional spirit and features of home teams, technical display and tactical thinking innovation raise the competitiveness of the team; team packaging and star training are the key points. The popularity of home games is gathering popularity; the overall strength of each team is gradually improving, and the strength between teams is gradually narrowing.
2, in order to meet the needs of the fans to watch, judge and play the ball, the clubs also make use of the home team fan association, organize the fans and the stars, make suggestions for the development of the team, and strengthen the affinity with the fans. The fans spectators, through the slogan of refueling, support the slogan, make the star painting of the home team, smear the face painting and other audio-visual symbols for the team and It is a positive and positive culture of fans.
3, the home layout of the CBA League shows the proper humanistic care. A new flip board is adopted, and a special person is responsible for the maintenance, cleaning and normal display of the advertising board. Some homes are also equipped with boxes and cabinets, provide food and sales symbols. New rebounds, baskets, floors, scoring systems, timing systems, and quick owners. The color of the field increases the effect of the TV broadcast and the visual effect of the audience. The photos of the giant players posted on the field and the shirts and numbers that hang out the retired players have increased the cultural atmosphere at home.
4, each home in the ball ticket sales and entertainment services, such as service management, embodies the "service fans, service media" work concept. Including: set up a special person in charge of home court hall area ticket sales and follow-up service work, from the dance theory, dance form, choreography and other aspects of the home cheerleading professional training; warm music music The selection of the most suitable for basketball HIP-HOP music style, while adding some elements of Chinese music, such as pipa, Beijing opera.
5, the value of the home culture of the CBA League is: it derives the home effect, stabilizes the home fan group, brings up the sense of belonging of the home team, inherits the regional culture and strengthens the social honor of the home city masses and the cohesiveness of the home culture of the.CBA League, which is dominant, regional, ethnicity and professional league. Sexual characteristics.
According to the above research results, the following countermeasures are put forward for CBA League home culture construction.
1, the culture construction of the CBA League home culture should set up the cultural marketing concept centered on the demand of the fans, build the fan management organization, build the interactive platform between the league and the fans, and publicize and guide the healthy and positive culture of the fans.
2, improve the competition system, strengthen the training of referees and athletes, improve the quality of the home games, enhance the appreciation and brilliance of the games, propagate the home games in the home, shape the host star, improve the reputation of the competition, strengthen the contact with the media, and expand the publicity of the competition.
3, improve the team's technical level, tactical literacy, cultural knowledge level and professional moral cultivation, improve the self image of the athletes, enhance the communication and mutual trust between the players and the media, fans and sponsors, in order to obtain the stability of the loyalty of the game.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G841
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