整合营销传播理论阐释下的CBA公益形象塑造研究

The Study of CBA's Public Image-building under the Integrated Marketing Communication Theory

体育赛事运作是整合营销传播的典型案例,中国篮球职业联赛(CBA)是目前国内已经具备较强影响力的赛事。本文运用整合营销传播理论,剖析中国篮球职业联赛(CBA)品牌可持续发展途径,重点为通过公关关系策略,举办公益比赛积累良好形象,赢得社会效益,得以推动职业联赛更加可持续发展。

Sports operation is one of the typical cases of integrated marketing communication.The CBA（Chinese Basketball Association） league matches have great influence in China.Based on the integrated marketing communication theory,this report analyzes the methods of how to promote the sustainable development of CBA,focusing on the usage of public relations strategy,building public image via organizing public competitions and gaining social benefit.