本文選題：CBA聯(lián)賽品牌 + 發(fā)展現(xiàn)狀�。� 參考：《北京體育大學(xué)》2009年碩士論文

【摘要】：目前,中國籃球職業(yè)聯(lián)賽—即CBA聯(lián)賽,已經(jīng)成為目前中國最好的職業(yè)聯(lián)賽,CBA聯(lián)賽品牌的知名度和影響力在不斷提高。本文通過文獻(xiàn)資料法、問卷調(diào)查法、專家訪談法、數(shù)理統(tǒng)計(jì)法等對(duì)CBA聯(lián)賽品牌的發(fā)展現(xiàn)狀和CBA聯(lián)賽品牌的打造策略進(jìn)行調(diào)查和研究。得出了以下結(jié)論: 1.隨著CBA聯(lián)賽職業(yè)化進(jìn)程的加快,CBA聯(lián)賽品牌獲得了巨大的發(fā)展空間。廣大的觀眾逐漸認(rèn)知并接受CBA聯(lián)賽品牌,品牌的運(yùn)作、經(jīng)營等方面的水平與目前聯(lián)賽的整體發(fā)展?fàn)顩r基本一致。 2.中國籃協(xié)和各職業(yè)俱樂部,在原有基礎(chǔ)上增加了對(duì)CBA聯(lián)賽品牌打造方面的投入,同時(shí),加強(qiáng)了品牌同觀眾、球迷之間的聯(lián)系。 3.CBA聯(lián)賽品牌的發(fā)展,直接關(guān)系到經(jīng)濟(jì)利益和中國籃球整體發(fā)展水平,作為一種商品參與市場競爭,就必須意識(shí)到:管理體制上的問題,CBA聯(lián)賽品牌的開發(fā)、經(jīng)營、管理上的問題,市場宣傳和相關(guān)產(chǎn)品的開發(fā)方面的問題,國際化趨勢進(jìn)展緩慢的問題等,都是制約CBA聯(lián)賽品牌發(fā)展的重要因素。 4.CBA聯(lián)賽品牌擁有獨(dú)立的品牌名稱,標(biāo)識(shí),近年來隨著CBA聯(lián)賽精彩程度的不斷提高,CBA聯(lián)賽品牌在知名度,美譽(yù)度和忠誠度方面,在國內(nèi)市場都獲得了一定的份額。但在國際市場上卻進(jìn)程緩慢,僅有美國等少數(shù)國家關(guān)注CBA聯(lián)賽品牌。 5.CBA聯(lián)賽品牌打造需要從五個(gè)方面加強(qiáng):找準(zhǔn)CBA聯(lián)賽品牌的市場定位—中青年消費(fèi)者作為主體市場、大學(xué)生群體作為潛在市場;樹立CBA聯(lián)賽品牌形象,涉及內(nèi)在和外在形象的打造;加強(qiáng)對(duì)CBA聯(lián)賽品牌的包裝,從包裝的形式、內(nèi)容以及包裝策略上進(jìn)行調(diào)整;開發(fā)CBA聯(lián)賽品牌的市場營銷渠道,通過廣告、促銷、接觸三個(gè)策略來創(chuàng)造、維持、發(fā)展聯(lián)賽品牌與觀眾之間的關(guān)系;完善CBA聯(lián)賽品牌的風(fēng)險(xiǎn)防范機(jī)制,建立CBA聯(lián)賽品牌危機(jī)管理預(yù)警系統(tǒng)和實(shí)施CBA聯(lián)賽品牌危機(jī)中的應(yīng)急公關(guān)策略。
[Abstract]:At present, the reputation and influence of the CBA league has become the best professional league in China. Through the methods of literature, questionnaire, expert interview, mathematical statistics and so on, this paper investigates and studies the current situation of CBA league brand development and the CBA league brand building strategy. The following conclusions were drawn: 1. With the acceleration of the professionalization process of CBA league, the brand of CBA league has got a huge development space. The audience gradually recognized and accepted the CBA league brand, brand operation, management and other aspects of the level of the current league basically consistent with the overall development. 2. The China Basketball Association and professional clubs have increased their investment in the brand building of CBA league and strengthened the relationship between the brand and the audience and fans. The development of 3.CBA league brand is directly related to the economic benefits and the overall development level of Chinese basketball. As a commodity to participate in market competition, we must realize that the problems in management system are the problems in the development, management and management of 3.CBA league brand. The problems of market propaganda and related product development and the slow progress of internationalization are the important factors restricting the brand development of CBA league. The 4.CBA league brand has its own brand name and logo. In recent years, with the improvement of the wonderful degree of the CBA league, the brand has gained a certain share in the domestic market in the aspects of reputation, reputation and loyalty. But in the international market progress is slow, only the United States and a few countries focus on CBA league brands. It is necessary to strengthen the brand of 5.CBA league from five aspects: to find out the market orientation of the brand of CBA league-middle and young consumers as the main market, college students as the potential market, and to establish the brand image of CBA league. It involves building the internal and external image, strengthening the packaging of the CBA league brand, adjusting the packaging form, content and packaging strategy, developing the marketing channel of the CBA league brand, and promoting the brand through advertisement. Contact with three strategies to create, maintain, develop the relationship between the league brand and the audience; improve the CBA league brand risk prevention mechanism, establish the CBA league brand crisis management early warning system and implement the CBA league brand crisis emergency public relations strategy.
【學(xué)位授予單位】：北京體育大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：G841

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 吳振;玖龍紙業(yè)的品牌管理研究[D];西北農(nóng)林科技大學(xué);2012年

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本文編號(hào)：1938382