本文選題：CBA + 體育賽事品牌��； 參考：《浙江大學(xué)》2017年碩士論文

【摘要】：2015年成為中國體育產(chǎn)業(yè)的元年,各大企業(yè)、財團的資本開始涌入體育產(chǎn)業(yè),由此帶來了中國的體育產(chǎn)業(yè)熱,作為體育產(chǎn)業(yè)發(fā)展最根本的體育賽事也隨之升溫,巨頭公司或是著力打造本土體育賽事,或是天價購買國外已有的體育賽事版權(quán)。而作為本土重要的賽事品牌——CBA(中國男子籃球職業(yè)聯(lián)賽)在外援水平提高、贊助金額上漲的情況下,品牌傳播策略方面卻遇到了諸多問題。在賽事推廣、運動員商業(yè)價值開發(fā)、公共關(guān)系、市場合作伙伴等多方面尚不成熟,負(fù)面消息不斷,CBA的品牌形象因此不斷受損。伴隨著足球、乒乓球、羽毛球等國內(nèi)聯(lián)賽的快速發(fā)展,以及NBA、英超、西甲等國外聯(lián)賽版權(quán)的涌入,CBA聯(lián)賽面臨著巨大的挑戰(zhàn),有限的中國體育消費人群面臨國內(nèi)外賽事的搶奪和瓜分。本設(shè)計采用訪談法、問卷調(diào)查法、文獻分析法,從賽事品牌的角度,回溯CBA聯(lián)賽品牌的發(fā)展歷程、厘清CBA賽事品牌的各項元素、分析CBA聯(lián)賽品牌存在的問題、明確CBA聯(lián)賽品牌的品牌定位。并結(jié)合問題與定位提出"1123工程",為CBA聯(lián)賽設(shè)計一整套聯(lián)賽品牌傳播方案。本設(shè)計結(jié)合了業(yè)界最前沿的資料,站在賽事品牌的宏觀角度,對本土賽事品牌進行了深入的分析。結(jié)合問卷調(diào)查分析的結(jié)果,CBA聯(lián)賽的定位應(yīng)是:高性價比的本土體育賽事,為觀眾提供最好的觀賽體驗。結(jié)合問卷調(diào)查、文獻分析及訪談,提出CBA聯(lián)賽因堅持兩條路線:本土化路線和賽事體驗路線;做到兩個完善:完善CBA聯(lián)賽媒體傳播、完善CBA聯(lián)賽文化建設(shè);以及完成三點提升:提升比賽質(zhì)量、提升裁判員水平、提升CBA球員的社會參與度。
[Abstract]:In 2015, as the first year of China's sports industry, the capital of major enterprises and consortia began to pour into the sports industry. As a result, China's sports industry became hot. As the most fundamental development of the sports industry, sports events also increased. Giant companies are either building local sporting events or buying copyrights for foreign sporting events at sky-high prices. As an important local competition brand, CBA (Chinese Men's Basketball Professional League) has encountered a lot of problems in the aspect of brand communication strategy when the level of foreign aid and the amount of sponsorship are increased. In the competition promotion, athlete commercial value development, public relations, market partner and so on many aspects are not mature, the negative news unceasingly loses the CBA brand image as a result. With the rapid development of football, table tennis, badminton and other domestic leagues, as well as the influx of foreign league rights such as NBA, Premier League, Spanish League and so on, the CBA league is facing enormous challenges. The limited Chinese sports consumption crowd faces the domestic and foreign competition snatch and the partition. This design adopts the interview method, the questionnaire survey method, the literature analysis method, from the competition brand angle, backtrack the CBA league tournament brand development process, clarifies each element of the CBA tournament brand, analyzes the CBA league tournament brand existence question, Define the brand positioning of CBA league brand. Combined with the problem and positioning, this paper puts forward "1123 Project" to design a whole set of league brand communication scheme for CBA league. This design combines the most advanced data of the industry, and analyzes the local competition brand deeply from the macro point of view of the competition brand. According to the result of questionnaire survey, the position of CBA leagues should be: high performance-price ratio local sports events, to provide the best experience for the audience. Combined with questionnaire survey, literature analysis and interview, the author points out that CBA league matches adhere to two routes: local route and tournament experience route, two consummation: perfect CBA league media communication, perfect CBA league cultural construction; And complete three promotion: improve the quality of the game, improve the referee level, enhance the social participation of CBA players.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G841

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本文編號：1794740