重新定位中国乒乓球俱乐部超级联赛——基于一种定性研究方法的探讨

Repositioning Chinese Table Tennis Super League: An Inductive Inquiry

中国乒乓球俱乐部超级联赛是在中国社会主义市场经济体制背景下推出的一项职业体育赛事,代表了国际乒乓球职业赛事的最高竞技水平,却还没有发展成为一个真正的市场化体育产品。政府及其相关部门控制乒超联赛的管理与运作,掌管绝大部分的经济来源,而大部分的俱乐部却难以吸引消费者、取得赞助、获得转播权和盈利。收集了3类信息资源:有关体育市场理论与实践的文献、乒超联赛主要利益相关者的访谈以及现场考察资料,用以鉴定主题和认定相关的3个受研究构面(市场划分、品牌与品牌价值、管理与政策)。这3个理论层面在制定预期的研究框架和指导乒超联赛重新定位中起着决定性作用。以深入现场的实际调查资料为主要依据,采用克雷斯韦尔的定性研究程序,对乒超联赛的管理和营销所面临的问题及挑战进行分析,并从多维视角和多元途径,对乒超联赛进行重新定位和包装产品提出合理对策与建议。

The Chinese Table Tennis Super League（CTTSL） is a professional sporting event organization that is launched under the background of a socialist economic system. Despite the CTTSL being at the highest level of table tennis competition in the world,effective marketing of the CTTSL apparently lagged behind. The government controls the management of operational and financial systems affecting the CTTSL and the majority of its teams are facing challenges in attracting consumers,finding sponsorships,obtaining broadcasting rights,and earning a profit. Through a comprehensive triangulation process of information derived from the literature on sport marketing theories and practices,interviewing key stakeholders of the CTTSL,and conducting on-site observations,critical issues in the areas of market segmentation,branding,governance,and policies were identified and deemed influential on consumer perceptions of the CTTSL and its overall level of achievement. Adopting a qualitative research protocol,the purpose of this study is to identify major issues in the management of CTTSL and explore preliminary strategies to guide the repositioning of the CTTSL. The themes and assertions derived from this inductive inquiry help guide discussions on the necessity and practical procedures of repositioning the CTTSL and repackaging its products.