从文化产业角度论述我国CBA开发现状与发展对策

On current development and expansion countermeasures of our country’s CBA in terms of cultural industry

篮球文化的产业化和市场化是篮球运动发展的必然趋势。CBA作为我国篮球文化产业发展的中坚力量,在发展过程中还存在很多问题,如:俱乐部外部管理混乱、内部运行不规范、资金来源单一、市场和文化产品开发缺乏、产品质量低劣等问题。应构建文化产业发展理念,建立产业化的管理体制,打造精品文化产品,加大市场开拓力度,搞好公共关系,为我国篮球文化产业的发展与繁荣做出理论贡献。

Basketball culture industrialization and marketization is the inevitable trend of the development of basketball.As the backbone … development,CBA has still many problems in the process： management chaos outside the clubs,unstandard operation inside,single source in funds,inadequacy in marketing and cultural product development,and inferior quality of products.We proposed building the concept of developing cultural industry,establishing industry management system,creating excellent cultural products,increasing the efforts to open up markets and improve public relationships in hope of making theoretical contribution to the development and prosperity of China’s basketball cultural industry.