CBA市场开发研究

By Literature and Material

采用文献资料法和比较分析法对ＣＢＡ和ＮＢＡ的市场营销理念进行比较，并对ＣＢＡ市场现状进行分析。结果表明：ＣＢＡ有着广阔的市场前景。但与ＮＢＡ相比，ＣＢＡ的市场营销还存在差距。建议：成立由蓝协领导的职业联盟，制定统一的营销计划；改进ＣＢＡ的转播质量；与赞助商建立良好的伙伴关系以及走专业化和多样化的ＣＢＡ球迷产品开发路线等。

The market-selling concepts of CBA and NBA have been compared by means of reference study as well as comparative analysis in this research. The results showed that CBA which stands for China Basketball Association have a broad and bright market future, Comparing with NBA, however, CBA selling policies still have a long way to go in terms of market so that the study is suggested in this study that an united selling plan should be set up under the guidance of professional league that belongs to CBA, the transmit quality of CBA competition should be lifted, the excellent relation between CBA and the sponsors should be further improved and the various professional products for basketball fans should be opened up.