促进消费视角下我国职业体育联赛改革与发展的策略研究——以中超联赛与CBA为例

Research on the Strategy of Reform and Development of Professional Sports League in China from the Perspective of Promoting Consumption——Take CSL and CBA as Examples

以促进职业体育联赛消费为视角,以中超联赛与CBA为研究对象,在对近年来我国职业体育联赛市场发展的现状与目标,联赛管理体制及运行机制改革的现状与思路展开分析的基础上,对职业体育联赛的改革与发展问题开展策略研究。研究从以改革促发展为方向,激发与提升联赛主体的市场活力与组织运营能力;以市场需求、市场规律为导向,提高职业体育联赛产品的供给能力与水平;以品牌化战略和多元化媒体传播为手段,促进职业体育联赛商业价值提升;以"正风气"与"树形象"为抓手,改善与优化职业体育联赛消费环境;以文化建设为基础,扎实联赛消费的市场根基等五个方面,提出了推进我国职业体育联赛改革与发展促进联赛消费的具体策略。

From the perspective of promoting the consumption of professional sports leagues,with the Chinese Football Association Super League(CSL)and China Basketball Association(CBA)as the research objects,the paper conducts a strategic study on the reform and development of professional sports leagues based on the analysis of the status quo and goals of the development of China’s professional sports league market in recent years,the current situation and development direction of the reform of the league management system and operational mechanism.The research puts forward the specific strategies of promoting the reform and development of China’s professional sports leagues,and boosting the consumption of the league from five as-pects:taking reform as the direction of development,inspiring and improving the market vitality and organizational operation ability of the league;guided by market demand and market rules,improving the supply capacity and level of professional sports league products;promoting the commercial value of professional sports leagues by means of branding strategy and diversified media communication;with the“improvement of the atmosphere”and“shaping the image”as the starting point,improving and optimizing the consumption environment of the professional sports league;based on cultural construction,solidifying the market foundation of the league consumption.