CBA联赛无形资产类产品价格特性与营销策略探析

On Price Characteristics and Marketing Strategies of Intangible Asset Products of CBA League

运用微观经济学和博弈论的相关原理,对CBA联赛无形资产类产品的价格特性与营销策略进行实证分析,提出CBA联赛无形资产类产品价格可分为融资价格和投资价格,体育中介服务机构围绕职业篮球联赛无形资产所进行的商务活动,造成了其两种价格的差异。CBA联赛的品牌价值则是其无形资产类产品价格的主导因素。CBA联赛无形资产的融资价格方面的营销策略主要是通过招标的形式进行竞价,投资价格方面的营销策略则主要通过提高CBA联赛的品牌价值,提升其投资价格。

Through the interrelated theories of microeconomics and game, this paper made an empirical analysis on price characteristics and marketing strategies of intangible asset products of CBA league, and put forward that the price of intangible asset products of CBA league could be divided into financing price and investment price. The price difference between financing price and investment price is caused by the sports intermediary organs business activities around the intangible assets of professional basketball league. Brand value is the leading factor of price of intangible asset products of CBA league. Marketing strategy on financing price of intangible assets of CBA league is mainly to bid, on investment price is mainly to improve its brand value.