【摘要】： 一百多年來(lái),籃球運(yùn)動(dòng)在世界、在中國(guó)得到了廣泛的普及和發(fā)展,已經(jīng)從過(guò)去單純的競(jìng)技游戲轉(zhuǎn)變?yōu)榻裉旒斡绊懥�、�?jīng)濟(jì)生產(chǎn)力、社會(huì)親和力、文化傳播力為一體的新型文化載體,成為全球體育娛樂(lè)文化的重要組成部分。始于1995年的CBA聯(lián)賽,經(jīng)過(guò)十幾年的發(fā)展和完善,其競(jìng)賽市場(chǎng)迅速發(fā)育和發(fā)展起來(lái),并占有一定的市場(chǎng)份額,而要想占有和保持大量的市場(chǎng)份額,就必須提供滿(mǎn)足觀(guān)眾需求的文化產(chǎn)品,以CBA聯(lián)賽職業(yè)化改革為契機(jī),實(shí)施聯(lián)賽文化建設(shè)工程。 2005年,籃球運(yùn)動(dòng)管理中心以深化CBA聯(lián)賽職業(yè)化改革為重點(diǎn),在“北極星計(jì)劃”的指引下,出臺(tái)了一系列的職業(yè)化改革措施,構(gòu)建了CBA聯(lián)賽改革的藍(lán)圖。提出堅(jiān)持“國(guó)際視野”和“中國(guó)道路”的二元思維,逐步形成“競(jìng)技籃球、娛樂(lè)籃球、財(cái)富籃球、文化籃球”四位一體的新籃球觀(guān)。逐步進(jìn)行以新型管理模式、新型競(jìng)賽模式、新型商務(wù)開(kāi)發(fā)模式、籃球文化建設(shè)模式為核心的CBA聯(lián)賽職業(yè)化建設(shè)。以籃球文化建設(shè)來(lái)統(tǒng)籌國(guó)家隊(duì)備戰(zhàn)奧運(yùn)會(huì)、聯(lián)賽職業(yè)化改革和社會(huì)籃球活動(dòng)等幾項(xiàng)工作�；@球文化就是籃球運(yùn)動(dòng)的“魂”,把這一籃球文化理念上升到“關(guān)系籃球運(yùn)動(dòng)能否實(shí)現(xiàn)可持續(xù)發(fā)展”的高度,是我國(guó)籃球工作者對(duì)社會(huì)變遷過(guò)程中,籃球運(yùn)動(dòng)與現(xiàn)代社會(huì)文化價(jià)值體系相互融合的經(jīng)驗(yàn)總結(jié)和理性認(rèn)識(shí)。鑒于CBA職業(yè)聯(lián)賽采用主客場(chǎng)賽制,因此CBA聯(lián)賽文化的建設(shè)工程,有待于聯(lián)賽各俱樂(lè)部在各自主場(chǎng)文化的建設(shè)上集思廣益、積極創(chuàng)新,把主場(chǎng)比賽注入人文精神,打造CBA聯(lián)賽背后的文化底蘊(yùn),構(gòu)筑CBA聯(lián)賽的文化品牌。 本課題以CBA聯(lián)賽為依托,運(yùn)用文獻(xiàn)資料法、觀(guān)察法、訪(fǎng)談法、數(shù)理統(tǒng)計(jì)法、邏輯分析法等對(duì)CBA聯(lián)賽文化構(gòu)成因素中的球隊(duì)和隊(duì)員、主場(chǎng)球館、主場(chǎng)比賽、主場(chǎng)標(biāo)志產(chǎn)品、娛樂(lè)文化表演、球迷行為表現(xiàn)和主場(chǎng)服務(wù)措施等文化載體進(jìn)行分析研究,研究結(jié)論如下: 1、目前16支CBA聯(lián)賽隊(duì)伍中,主場(chǎng)球館設(shè)在省會(huì)城市的有7個(gè),設(shè)在直轄市有2個(gè)、籃球城市6個(gè),為了擴(kuò)大影響面,有3支球隊(duì)擁有2個(gè)主場(chǎng),有4支屬遷入性球隊(duì),其中東莞市擁有兩個(gè)球隊(duì)的主場(chǎng)球館。各俱樂(lè)部的主場(chǎng)球館建設(shè)開(kāi)始由過(guò)去的租借地轉(zhuǎn)變?yōu)楝F(xiàn)在的創(chuàng)建。各俱樂(lè)部主場(chǎng)球隊(duì)的隊(duì)名選取、隊(duì)標(biāo)設(shè)計(jì)和吉祥物造型彰顯了地域特色、傳承了民族文化、帶有典型的商業(yè)色彩;主場(chǎng)球隊(duì)的職業(yè)精神風(fēng)貌、技藝的展示和戰(zhàn)術(shù)思維創(chuàng)新提高了球隊(duì)的競(jìng)爭(zhēng)力;球隊(duì)包裝和明星培養(yǎng)為主場(chǎng)比賽匯聚了人氣;各球隊(duì)整體實(shí)力正逐步提高,球隊(duì)之間的實(shí)力正在逐步縮小。 2、為了滿(mǎn)足球迷看球、評(píng)球和玩球的需要,各個(gè)俱樂(lè)部還利用主隊(duì)球迷協(xié)會(huì),組織球迷與球星座談、為球隊(duì)發(fā)展獻(xiàn)計(jì)獻(xiàn)策等活動(dòng)加強(qiáng)與球迷觀(guān)眾的親和力。球迷觀(guān)眾通過(guò)加油口號(hào)、支持標(biāo)語(yǔ)、制作主隊(duì)明星畫(huà)、涂抹臉畫(huà)等視聽(tīng)符號(hào)為球隊(duì)和球星助威吶喊,烘托賽場(chǎng)氣氛,增加賽場(chǎng)活力;通過(guò)參與互動(dòng)活動(dòng)體驗(yàn)主場(chǎng)文化魅力,營(yíng)造了健康積極,樂(lè)觀(guān)向上的球迷文化。 3、CBA聯(lián)賽各主場(chǎng)布置體現(xiàn)出了應(yīng)有的人文關(guān)懷。采用新的翻轉(zhuǎn)廣告板,并設(shè)專(zhuān)人負(fù)責(zé)場(chǎng)內(nèi)廣告板的維護(hù)、清潔和正常顯示。部分主場(chǎng)還設(shè)有包廂和專(zhuān)賣(mài)柜,提供食品和銷(xiāo)售標(biāo)志產(chǎn)品。新的籃板、籃架、地板、計(jì)分系統(tǒng)、計(jì)時(shí)系統(tǒng)以及明快的主場(chǎng)顏色,提高了電視轉(zhuǎn)播效果和觀(guān)眾的視覺(jué)效果。場(chǎng)內(nèi)張貼的巨型球員照片和懸掛退役球員的球衣及其號(hào)碼,增加了主場(chǎng)的文化氛圍。 4、各主場(chǎng)在球票銷(xiāo)售和娛樂(lè)活動(dòng)等服務(wù)管理上,體現(xiàn)了“服務(wù)球迷,服務(wù)媒體”工作理念。包括:設(shè)專(zhuān)人負(fù)責(zé)主場(chǎng)球館區(qū)域的門(mén)票銷(xiāo)售和后續(xù)服務(wù)工作;從舞蹈理論、舞蹈形體、舞蹈編排等方面對(duì)各個(gè)主場(chǎng)的啦啦隊(duì)進(jìn)行專(zhuān)業(yè)培訓(xùn);暖場(chǎng)音樂(lè)的制作上選取了最適合籃球的HIP-HOP音樂(lè)風(fēng)格,同時(shí)加入一些中國(guó)音樂(lè)元素,像琵琶、京劇等。 5、CBA聯(lián)賽主場(chǎng)文化的價(jià)值在于:它衍生出了主場(chǎng)效應(yīng);穩(wěn)定了主場(chǎng)球迷群體;造就了主場(chǎng)球隊(duì)的歸屬感;傳承了地域文化和增強(qiáng)了主場(chǎng)城市群眾的社會(huì)榮譽(yù)感和凝聚力。CBA聯(lián)賽主場(chǎng)文化具有比賽主導(dǎo)性、地域性、民族性和職業(yè)聯(lián)賽的階段性特征。 針對(duì)以上研究的結(jié)果對(duì)CBA聯(lián)賽主場(chǎng)文化建設(shè)提出如下對(duì)策: 1、CBA聯(lián)賽主場(chǎng)文化建設(shè)要樹(shù)立以球迷需求為中心的文化營(yíng)銷(xiāo)理念,大力建設(shè)球迷管理機(jī)構(gòu),構(gòu)建聯(lián)賽與球迷觀(guān)眾之間的互動(dòng)平臺(tái),宣傳引導(dǎo)文明健康、積極向上的球迷文化。 2、完善競(jìng)賽體制,強(qiáng)化對(duì)裁判員和運(yùn)動(dòng)員培養(yǎng),提高主場(chǎng)比賽質(zhì)量;增強(qiáng)比賽的欣賞性和精彩度;宣傳包裝主場(chǎng)比賽、塑造主隊(duì)球星,提高比賽的美譽(yù)度;加強(qiáng)與媒體的聯(lián)系,擴(kuò)大賽事的宣傳力度。 3、提高球隊(duì)的技術(shù)水平、戰(zhàn)術(shù)素養(yǎng)、文化知識(shí)水平和職業(yè)道德修養(yǎng),提升運(yùn)動(dòng)員自我形象塑造意識(shí),增強(qiáng)球員與媒體、球迷和贊助商的溝通與互信,以獲取比賽穩(wěn)定的忠誠(chéng)度。
[Abstract]:In the past more than 100 years, basketball has been widely popularized and developed in the world. It has changed from the simple games in the past to a new cultural carrier integrating political influence, economic productivity, social affinity and cultural communication. It has become an important part of the global sports entertainment culture. It began in the 1995 CB. The A League, after more than ten years of development and perfection, has developed and developed rapidly and has a certain market share. In order to occupy and maintain a large market share, we must provide cultural products to meet the needs of the audience and take the opportunity of the professional reform of the CBA League as an opportunity to implement the cultural construction project of the league.
In 2005, the center of basketball sports management focused on deepening the professional reform of the CBA League. Under the guidance of the "Polaris program", a series of professional reform measures were introduced and the blueprint of the reform of the CBA League was constructed. The two yuan thought of adhering to the "international vision" and "China Road" was put forward, and "competitive basketball, entertainment basketball" was gradually formed. "Fortune basketball, cultural basketball" four in one new basketball view. Gradually take the new management mode, new competition mode, new business development mode, basketball culture construction mode as the core of the CBA league professional construction. Basketball culture is the "soul" of basketball, and this basketball cultural concept is rising to the height of "whether the relationship can achieve sustainable development". It is a summary of experience and rational understanding of the integration of basketball and modern social culture value system in the process of social change. In view of the CBA job, the basketball workers in China are in the process of social vicissitude. The industry League uses the main and the guest game system, so the construction of the CBA league culture needs to be considered by the League clubs in the construction of their own home culture, actively innovating, inject the home game into the humanistic spirit, build the cultural background behind the CBA League, and build the cultural brand of the CBA League.
Based on the CBA League, this topic uses literature, observation, interview, mathematical statistics, logic analysis and so on to analyze and study the cultural carriers of the cultural elements of the CBA League, home court, home game, home mark products, entertainment cultural performance, fan behavior performance and home service measures. The conclusion is as follows:
1, at present, among the 16 CBA league teams, 7 home courts are located in the provincial capital cities, 2 are located in the central municipality, and 6 basketball cities. In order to expand the impact side, 3 teams have 2 home sites and 4 belong to the moving teams, of which Dongguan has home clubs of two teams. The construction of home clubs in the clubs began to be rented by past renting. The selection of team team names, team logo design and mascot modeling show regional characteristics, inherit national culture and have typical commercial color. The professional spirit and features of home teams, technical display and tactical thinking innovation raise the competitiveness of the team; team packaging and star training are the key points. The popularity of home games is gathering popularity; the overall strength of each team is gradually improving, and the strength between teams is gradually narrowing.
2, in order to meet the needs of the fans to watch, judge and play the ball, the clubs also make use of the home team fan association, organize the fans and the stars, make suggestions for the development of the team, and strengthen the affinity with the fans. The fans spectators, through the slogan of refueling, support the slogan, make the star painting of the home team, smear the face painting and other audio-visual symbols for the team and It is a positive and positive culture of fans.
3, the home layout of the CBA League shows the proper humanistic care. A new flip board is adopted, and a special person is responsible for the maintenance, cleaning and normal display of the advertising board. Some homes are also equipped with boxes and cabinets, provide food and sales symbols. New rebounds, baskets, floors, scoring systems, timing systems, and quick owners. The color of the field increases the effect of the TV broadcast and the visual effect of the audience. The photos of the giant players posted on the field and the shirts and numbers that hang out the retired players have increased the cultural atmosphere at home.
4, each home in the ball ticket sales and entertainment services, such as service management, embodies the "service fans, service media" work concept. Including: set up a special person in charge of home court hall area ticket sales and follow-up service work, from the dance theory, dance form, choreography and other aspects of the home cheerleading professional training; warm music music The selection of the most suitable for basketball HIP-HOP music style, while adding some elements of Chinese music, such as pipa, Beijing opera.
5, the value of the home culture of the CBA League is: it derives the home effect, stabilizes the home fan group, brings up the sense of belonging of the home team, inherits the regional culture and strengthens the social honor of the home city masses and the cohesiveness of the home culture of the.CBA League, which is dominant, regional, ethnicity and professional league. Sexual characteristics.
According to the above research results, the following countermeasures are put forward for CBA League home culture construction.
1, the culture construction of the CBA League home culture should set up the cultural marketing concept centered on the demand of the fans, build the fan management organization, build the interactive platform between the league and the fans, and publicize and guide the healthy and positive culture of the fans.
2, improve the competition system, strengthen the training of referees and athletes, improve the quality of the home games, enhance the appreciation and brilliance of the games, propagate the home games in the home, shape the host star, improve the reputation of the competition, strengthen the contact with the media, and expand the publicity of the competition.
3, improve the team's technical level, tactical literacy, cultural knowledge level and professional moral cultivation, improve the self image of the athletes, enhance the communication and mutual trust between the players and the media, fans and sponsors, in order to obtain the stability of the loyalty of the game.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類(lèi)號(hào)】：G841

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