NBA 마케팅전략을 통한 CBA의 SWOT분석 및 활성화 방안에 대한 연구

Abstract

In recent years, with the rapid development of sports industry, professional sports events have also been more and more people's attention. As the world's fans welcomed the League of professional events, NBA after more than 60 years of marketing, the successful completion of the international sports event brand image shaping, has become a professional event brand promotion leader. In just over 20 years, NBA has a solid fan base in China, and occupies a compelling market share. In the Chinese sports market, to be linked with NBA professional sports leagues to be CBA. But for now, although CBA has a certain influence and reputation, but there is a lack of market development and promotion of marketing science is not a significant problem. So for CBA speaking, NBA is not only a strong competitor to develop their own market, it is worth learning the success of their own brand competition. Considering the above problems, the marketing theory, communication theory and integrated marketing communication theory based on the theory, and the use of literature, expert interview and logic analysis, marketing strategy of NBA is studied, in order to summarize the experiences and methods for CBA in sports brand cultivation from. Through the study, we can find that NBA in the global market and the Chinese market for brand marketing, combined with the actual situation of the market to adopt a different marketing strategy. But on the whole, NBA pays attention to the cooperation with the media and the brand building, and attaches importance to the establishment of public relations management and brand image. Compared to NBA and CBA in China, the promotion of marketing can be found, NBA has a sound organization, the organization of CBA there are problems of operation and management confusion, so that hinder the market operation of CBA. In the development of the market, take the NBA system made the game very ornamental, and CBA by the number of teams and competition and other factors, although the system is similar to NBA, but the game is still a certain gap with NBA. In terms of ticket revenue, partners and brand product development, CBA Club imbalances exist, the number of sponsors and brand products less, the smaller the situation, can not compete with NBA. In terms of business strategy, NBA has taken a perfect game, Star building strategy, and in public welfare activities and brand communication to achieve successful operation. In comparison, CBA is affected by the management system, funding and personnel training and other factors, failed to provide fans exciting events and influential players, to carry out public welfare activities is a mere formality, so as to better complete brand image dissemination. Considering these factors, and the NBA brand shaping and promotion strategy for reference, this article from the media channels to expand, "Star" campaign, market cooperation, product development, brand building and exciting events in the public service activities carried out in the six aspects of the CBA brand cultivation strategies carried out in-depth analysis and discussion, hope to reform CBA the existing management system and improve the quality of the league, to complete the localization and the development of the brand competition accurately, and through a number of ways to strengthen the competition of brand promotion, so as to build a complete China characteristics of CBA sports brand, then the brand to the world.