中国职业篮球联赛赛事品牌发展研究

Development of CBA Brands

中国职业篮球联赛赛事规模和社会影响呈良性发展态势。通过文献资料法、比较法、专家访谈法和逻辑分析法等研究方法,提出赛事以市场化为源动力来进行赛事品牌发展的战略,进而促进赛事整体产业链的营销、转型升级。提出加强俱乐部之间的有序竞争,处理好政府与市场之间的关系,组建专营公司等品牌发展路径。

The scale of CBA has become enlarged and its impact has become more profound. Therefore, marketiza- tion of the brand building is necessary, which means more innovation and better restructuring and upgrading of the whole CBA event industry chain. Moreover, orderly competition between clubs, balanced relationship between gov- ernment and market, formation of incorporating specialized companies are important.