品牌资产理论视域下中国女子篮球甲级联赛品牌提升路径研究

Brand Promotion Path of Women's Chinese Basketball Association under the View of Brand Equity Theory

运用文献资料法、专家访谈法、实地调查法等,从品牌资产理论视角出发,借鉴Aaker品牌资产五星模型梳理当前WCBA联赛面临的品牌困境,并据此逐项指出摆脱困境的可行路径,以期在国家政策大力支持下提高WCBA联赛产业化程度、促进WCBA联赛于"十三五"期间又好又快发展。建议从产品包装入手,加大产品包装力度,突出产品包装重点;从产品宣传入手,合理利用宣传媒介,加大产品宣传力度;从更高层面的国家荣誉视角入手,提高国家女子篮球队成绩;从产品核心内容"比赛表演"的质量入手,提高竞赛质量;从产品核心内容"服务"的质量入手,完善联赛服务体系;在产品的品牌上做文章,借助品牌形象代言人,树立品牌形象;在产品的品牌上做文章,讲述品牌故事,建立品牌感动;从产品整体质量的宏观角度入手,提升联赛整体水平;从一切以消费者为中心的具体举措入手,建立和完善球迷协会,加强与球迷的沟通。

By using the methods of literature,expert interview and field study,from the perspective of brand equity theory,referencing the model of Aaker brand equity assessment to analyze the WCBA league brand predicament and after the analysis of the reasons,the thesis points out the brand promotion path,to improve the degree of industrialization of WCBA league under the strong support of the national policy and promote a sound and fast development of WCBA league during the 13 th five- year plan. This thesis suggests that from the product packaging,to increase the intensity of the packaging and highlight the focus of product packaging; from the product promotion,to use the media reasonablely and intensify product propaganda; from the perspective of national honor,to improve the performance of the national team; from the quality of product core content ＂competition＂,to improve the quality of competition; from the quality of product core content＂service＂,to perfect the service system; from the brand,to set up the brand image with the help of brand spokesman; from the brand,to tell the story of the brand and build moving brand; from the macro perspective of the whole product quality,to improve the WCBA league level; from all the exact customer- centric methods,to establish and perfect the fans association and strengthen communication with fans.