本文選題：中國(guó)女子排球聯(lián)賽 + 發(fā)展環(huán)境��； 參考：《南京師范大學(xué)》2017年碩士論文

【摘要】：本研究目的在于通過(guò)考察中國(guó)女子排球聯(lián)賽的現(xiàn)狀,歸納中國(guó)女子排球聯(lián)賽的發(fā)展環(huán)境、管理體制、盈利模式和品牌建構(gòu)過(guò)程中的主要做法、特征和存在的主要問(wèn)題,在此基礎(chǔ)上,研究中國(guó)女子排球聯(lián)賽的發(fā)展策略。采用文獻(xiàn)資料法、案例分析法、專家訪談法、數(shù)理統(tǒng)計(jì)法進(jìn)行研究,得出如下結(jié)論:(1)中國(guó)女子排球聯(lián)賽的外部政治環(huán)境較為穩(wěn)定,且社會(huì)環(huán)境優(yōu)越,技術(shù)環(huán)境不斷改善,但中國(guó)女子排球聯(lián)賽的經(jīng)濟(jì)環(huán)境充滿不確定性。(2)隨著科技支撐水平的提升,外籍球員的引入,轉(zhuǎn)會(huì)制度的改良,商業(yè)化的程度逐步加深,中國(guó)女子排球聯(lián)賽快速成長(zhǎng),只是未見成熟端倪。(3)中國(guó)女子排球聯(lián)賽的不成熟主要表現(xiàn)為以下不足:運(yùn)動(dòng)員基數(shù)不足,排球基礎(chǔ)教育普及度差,宣傳和受眾人群少,商業(yè)化發(fā)展思路不開闊,職業(yè)化、規(guī)范化程度不深。中國(guó)女子排球聯(lián)賽的盈利模式,仍然無(wú)法擺脫以“拉贊助”為主,門票收入、電視轉(zhuǎn)播、特許經(jīng)營(yíng)不發(fā)達(dá)的格局。根據(jù)上述研究結(jié)論建議如下:(1)中國(guó)女子排球聯(lián)賽的發(fā)展仍需要更多的時(shí)間和投入。首先要明確隊(duì)員和教練,特別是隊(duì)員作為職業(yè)運(yùn)動(dòng)員的法律地位,制定專門規(guī)范職業(yè)運(yùn)動(dòng)員勞動(dòng)關(guān)系的相關(guān)法律,建立完善的協(xié)商制度,這是女排聯(lián)賽知識(shí)產(chǎn)權(quán)開發(fā)的基礎(chǔ)。打造的“明星”應(yīng)該具備優(yōu)秀的技術(shù)能力、人格魅力并擔(dān)負(fù)社會(huì)責(zé)任,這是聯(lián)賽整體公關(guān)的關(guān)鍵環(huán)節(jié)。在契約的基礎(chǔ)上,放開企業(yè)贊助或代言活動(dòng),提升職業(yè)女排明星的知名度,與媒體連結(jié)成為互利的共生結(jié)構(gòu)。(2)以球隊(duì)作為品牌塑造的主要目標(biāo),強(qiáng)化中國(guó)女排聯(lián)賽球迷品牌愛與追隨力。利用女排精神吸引資本、球迷和俱樂(lè)部協(xié)作,放寬人才流動(dòng),增強(qiáng)聯(lián)賽的觀賞性和懸念,強(qiáng)化青訓(xùn),確保為聯(lián)賽和國(guó)家隊(duì)輸送人才。只有排球事業(yè)整體發(fā)展才有可能做到相得益彰。
[Abstract]:The purpose of this study is to summarize the development environment, management system, profit model and brand building process of the Chinese women's volleyball league by investigating the present situation of the Chinese women's volleyball league. On this basis, the development strategy of China Women's Volleyball League is studied. By using the methods of literature, case analysis, expert interview and mathematical statistics, it is concluded that the external political environment of the Chinese Women's Volleyball League is stable, the social environment is superior, and the technical environment is constantly improving. However, the economic environment of the Chinese Women's Volleyball League is full of uncertainty.) with the improvement of the level of science and technology, the introduction of foreign players, the improvement of the transfer system and the degree of commercialization, the Chinese Women's Volleyball League has grown rapidly. The immature performance of Chinese women's volleyball league is as follows: the number of players is insufficient, the popularity of basic volleyball education is poor, the number of propaganda and audience is small, the development of commercialization is not open and professional. The degree of standardization is not deep. The profit pattern of China Women's Volleyball League is still unable to get rid of the underdeveloped pattern of "pull sponsorship", ticket income, TV broadcasting and franchise. According to the above conclusions, the following suggestions are made: (1) the development of China Women's Volleyball League still needs more time and investment. First of all, it is necessary to clarify the legal status of the players and coaches, especially the players as professional athletes, to formulate relevant laws to regulate the labor relations of professional athletes, and to establish a perfect consultation system, which is the basis for the development of intellectual property rights in the Women's Volleyball League. The star should have excellent technical ability, charisma and social responsibility, which is the key link of the whole public relations. On the basis of the contract, let go of corporate sponsorship or endorsement activities, enhance the popularity of professional women's volleyball stars, and link to the media as a symbiotic structure of mutual benefit. Strengthen the Chinese Women's Volleyball League fan brand love and follow. Using the spirit of women's volleyball to attract capital, fans and clubs to relax the flow of talent, enhance the appreciation and suspense of the league, strengthen the youth training, to ensure the league and national team transfer of talent. Only the overall development of volleyball career can achieve mutual benefit.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G842

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本文編號(hào)：2015495