中国女子排球联赛发展研究

Research on the Development of Chinese Women’s Volleyball League

考察中国女子排球联赛的现状,归纳中国女子排球联赛发展环境、管理体制、盈利模式和品牌建构过程中的做法、特征和存在问题。在此基础上,研究中国女子排球联赛的发展策略。研究认为:中国女子排球联赛经济环境充满不确定性。联赛中运动员基数不足,排球受众较少,职业化程度较低,缺乏较好的商业化发展思路,其盈利模式难以摆脱“赞助”为主的格局。因此,中国女排联赛要在组织体系、市场机制、联赛运营等方面,需投入更多精力,并以球队作为品牌塑造的主要目标,强化中国女排联赛球迷品牌偏好与追随力。

This paper Investigates the current situation of Chinese women’s volleyball league,and summarizes the practices,characteristics and existing problems in the development environment,management system,profit model and brand construction process of Chinese women’s volleyball league.On this basis,study the development strategy of Chinese women’s volleyball league.The study believes that the economic environment of the Chinese women’s volleyball league is full of uncertainty.In the league,the athletes have insufficient bases,fewer volleyball audiences,lower professionalism,and lack of good commercial development ideas.It is difficult to get rid of the “sponsorship” pattern. Therefore,the Chinese Women’s Volleyball League should devote more energy to the organizational system,market mechanism and league operation,and take the team as the main goal of brand building to strengthen the brand preference and follow-up of the fans of the Chinese Women’s Volleyball League.