NBA联盟价值管理对我国职业体育发展的启示——基于治理、管理、经营和盈利模式的视角

Value Management of NBA and Enlightenment to Chinese Professional Sports:Based on Governance, Management, Operation and Profit Models

以价值管理理论为基础,对NBA联盟治理、管理、经营、盈利模式及其特点、区别和联系进行研究。研究发现,NBA联盟投资者(会员)主导型的治理模式,其治理结构和治理机制确保了联盟高效决策、监督和执行,为最大化俱乐部所有者价值打下坚实基础;分立化的管理模式不仅有利于联盟管理、监督各公司和部门的经营业绩,而且有利于各公司和部门快速决策和调动价值创造的积极性;"设计+生产+销售型经营模式"反映了联盟价值创造在价值链的位置、业务范围以及实现价值的方式方法,体现了联盟经营宗旨在于价值创造;多元化的盈利模式体现了联盟为实现价值最大化,致力于对经营要素进行价值识别和管理,最大范围探求利润来源。综之,NBA联盟"四模式"成功融入价值管理理念,即以创造投资人价值为目的,以价值最大化为目标,基于价值进行决策、管理和经营。成功地价值管理是NBA联盟科学治理、高效管理、卓越经营和持续盈利的来源,并最终打造了全球最具影响力的职业篮球赛事,为成员源源不断地创造价值,确保联盟健康可持续发展。其中,尽快采用价值管理理念,切实实施价值管理,主动推进价值管理研究,积极学习国外体育企业价值管理先进经验等,都应该成为我国职业体育发展走向成功的借鉴。

This paper studied the NBA development model from the governance, management, operation and profit models, and concluded their characteristics, differences and relations based on the value management. The governance mode of NBA was dominated by investors （members）. NBA governance structure and mechanism ensured the effective decision-making, supervision and execution, and laid a solid foundation to maximize the value of club owners. The management mode of division was not only beneficial to the alliance management and supervision of the company and the department of business performance, but also to the company and department rapid decision-making and arousing the enthusiasm of value creation. The ＂design ＋ production ＋ sales＂ business model reflected the position of the value chain, business scope and ways about the NBA value creation. It reflected that the alliance management objective was to create value. The profit pattern of diversification embodied the alliance to commit to the value identification and management about operating elements to realize value maximization, and to search for profits in a maximum range. In a word, the NBA ＂four models＂were successfully integrated into the value management idea. The NBA purposed to create investor value, aimed to the value maximization, made decisions, managed and op- erated based on value. Successful value management promoted the NBA to scientifically govern, efficiently manage, outstandingly operate, and steadily profit. It made the NBA become the world＇s most influential professional basketball tournament, create value for investor, and healthily and persistently develop. On the road of our sports enterprises towards success, we need to use value management idea as soon as possible, conscientiously implement value management, positively promote to do value management research, and actively learn from foreign sports enterprises successful value management＇s experiences, and so on.