NBA與CBA賽事贊助及營銷比較研究
發(fā)布時間：2018-09-19 09:29
【摘要】：美國職業(yè)籃球聯(lián)賽(National Basketball Association,簡稱NBA),于1946年6月6日在紐約成立(NBA的前身BAA在美國成立)。聯(lián)盟成立之時只有11支球隊,如今的NBA已發(fā)展到到了30支隊伍,成為國際公認的第一職業(yè)化籃球運動聯(lián)盟,甚至是第一個體育產(chǎn)業(yè)運動聯(lián)盟。1997-1998賽季,NBA的比賽在全世界109家電視臺,195個國家,以41種語言播出,有超過6億戶家庭收看,收入將近40億美。2003-2004賽季,NBA賽事及節(jié)目以42種不同的語言透過151個不同的電視臺在212個國家和地區(qū)播放,涉及家庭超過75億戶,觀眾31億人,收入超過50億美元。NBA在開發(fā)本國市場的基礎(chǔ)上,積極探索拓寬國際市場,走一條立足美國、走向世界的道路。NBA在不斷的擴大他們的全球電視轉(zhuǎn)播網(wǎng)絡(luò),讓世界更多地方的球迷能夠從電視上欣賞到NBA的精彩賽事。不僅如此,贊助商對NBA的贊助也是種類繁多,有對聯(lián)盟的贊助,也有對球隊的贊助,還有對某一次活動的贊助。贊助商的規(guī)模、贊助的支持類型和數(shù)量也是也非�？捎^。1995年,中國籃球協(xié)會創(chuàng)辦了“中國男子籃球甲級聯(lián)賽”(China Basketball Association,簡稱CBA),有12支球隊,中國籃球開始走上了職業(yè)化的道路,中國籃球市場的運作也開始逐步的專業(yè)化和市場化。然而,一直到2005年,CBA聯(lián)賽中才有廣東宏遠俱樂部承認已經(jīng)開始盈利,其他的球隊依然處于入不敷出的泥潭不能自拔,CBA聯(lián)賽中依然有許多球隊處于虧損狀態(tài)。發(fā)展至今CBA有20支球隊。NBA為何能成為世界頂尖的職業(yè)籃球賽事,在職業(yè)籃球賽事中立于不敗之地,穩(wěn)固前進,這跟NBA成熟的贊助、營銷是密不可分的。本文通過文獻資料法、邏輯分析法、比較分析法、數(shù)據(jù)分析法的研究方法對NBA與CBA贊助、營銷進行比較研究。首先對NBA與CBA贊助現(xiàn)狀的比較研究,找出NBA與CBA在贊助支持的類型、贊助收入、贊助商的差距,然后通過數(shù)據(jù)、資料對比分析。然后,對NBA與CBA的營銷現(xiàn)狀比較分析,包括NBA與CBA營銷的影響因素(參賽球隊及l(fā)ogo、比賽質(zhì)量、其它產(chǎn)品開發(fā)、電視轉(zhuǎn)播、公共關(guān)系、門票、廣告)、推廣策略的比較分析。最后,對NBA和CBA贊助與營銷的關(guān)系進行研究。從而全方位的進行研究,找出兩者的差距,為CBA中國職業(yè)籃球聯(lián)賽更好的發(fā)展提出建議。研究結(jié)果顯示:一、數(shù)量多、規(guī)模大的贊助商需要成功的營銷模式與策略做基礎(chǔ),而籃球賽事營銷需要更多的贊助支持類型,一定數(shù)量和規(guī)模大的贊助商做后盾,營銷活動與贊助活動是利益共同體,二者相互依賴,相互促進。二、籃球賽事營銷需要一定數(shù)量的球隊基礎(chǔ)。三、籃球賽事營銷需要球隊吉祥物要能調(diào)節(jié)好球場氣氛,球隊logo需要富有自身的文化色彩。四、籃球賽事營銷需要高質(zhì)量的比賽為前提。五、籃球賽事營銷需要對其它產(chǎn)品進行多層次的開發(fā)。六、籃球賽事營銷需要對籃球賽事進行大范圍、高頻率的轉(zhuǎn)播。七、籃球賽事營銷需要有成熟處理、應(yīng)對公共關(guān)系方法和體系。八、籃球賽事營銷需要需要合理的門票價格,容納較多人數(shù)的場館,一定數(shù)量的觀眾。九、籃球賽事營銷需要大量廣告進行宣傳。十、籃球賽事營銷需要完善的品牌推廣策略。建議CBA籃球賽事贊助、營銷策略改革方向:一、尋求更多的贊助支持類型、大規(guī)模的贊助商。二、CBA籃球聯(lián)賽球隊數(shù)量需要擴充。三、CBA需要提高球場內(nèi)吉祥物活躍度。四、CBA職業(yè)籃球聯(lián)賽需提高比賽質(zhì)量,打造CBA品牌,加快聯(lián)賽市場化。五、CBA注重開發(fā)其有形資產(chǎn)的同時,更要重視對無形資產(chǎn)的開發(fā)。六、CBA需要向全世界各個國際和地區(qū)的媒體提供CBA的新聞和消息。并充分利用電視媒體和報紙、雜志,對CBA進行大力的宣傳。七、CBA需要制定一套符合自身要求的公關(guān)策略,來維護公關(guān)關(guān)系。八、CBA需要合理調(diào)整門票價格,增加對場館的建設(shè),并提高場館人數(shù)容量。九、全方位的加大對CBA籃球賽事的轉(zhuǎn)播,需找國際化的轉(zhuǎn)播合作伙伴。并加大廣告力度,維護贊助商的廣告權(quán)益。十、CBA聯(lián)賽營銷不能局限于一種服務(wù)或產(chǎn)品,更重要的是對中國籃球文化的一種傳播。贊助、營銷是職業(yè)籃球聯(lián)賽的重要市場行為,直接影響著職業(yè)籃球聯(lián)賽的市場收益。收益的好壞直接影響著職業(yè)籃球聯(lián)賽的發(fā)展。希望該研究對中國籃球賽事贊助營銷,對中國籃球聯(lián)賽科學、健康、有序的發(fā)展帶來一定的促進作用和理論指導(dǎo)。
[Abstract]:The National Basketball Association (NBA) was founded in New York on June 6, 1946 (the NBA's predecessor, BAA, was founded in the United States). When the League was founded, there were only 11 teams. Today, the NBA has grown to 30 teams, becoming the internationally recognized first professional basketball league, or even the first sports industry. In the 1997-1998 season, NBA games were broadcast on 109 television stations, 195 countries, 41 languages, more than 600 million households and nearly $4 billion in revenue. In the 2003-2004 season, NBA games and programs were broadcast in 42 different languages through 151 different television stations in 212 countries and regions, involving more than 7.5 billion families. The NBA is expanding its global television broadcasting network to allow fans in more parts of the world to watch NBA games on television. Sponsors sponsor the NBA in a variety of ways, including League sponsorship, team sponsorship, and sponsorship of an event. The scale of sponsorship, the type and amount of sponsorship is also very considerable. In 1995, the Chinese Basketball Association founded the "Chinese Basketball Association" (abbreviated as "Chinese Basketball Association"). CBA), there are 12 teams, Chinese basketball began to take the road of professionalism, the operation of the Chinese basketball market has begun to gradually professional and market-oriented. However, until 2005, the CBA League in Guangdong Hongyuan Club admitted that it has begun to make profits, the other teams are still in the quagmire of not enough money to pull out, CBA League relying on. There are 20 teams in the CBA. How can the NBA become the world's top professional basketball tournament, in the professional basketball tournament in an invincible position, solid progress, with the NBA's mature sponsorship, marketing is inseparable. This paper through literature, logical analysis, comparative analysis, data analysis. Methods The research methods of NBA and CBA sponsorship, marketing comparative study. First of all, the NBA and CBA sponsorship status of comparative study, to find out the NBA and CBA in sponsorship support types, sponsorship income, sponsor gap, and then through data, data comparative analysis. Then, the NBA and CBA marketing status of comparative analysis, including NBA and CBA marketing impact factors. Finally, the relationship between NBA and CBA sponsorship and marketing is studied. Thus, the gap between the two is found out and suggestions for the better development of CBA professional basketball league are put forward. The results show that: first, a large number of sponsors need a successful marketing model and strategy as the basis, while basketball marketing needs more types of sponsorship support, a certain number of sponsors and large-scale backing, marketing activities and sponsorship activities are the interests of the community, the two are interdependent and mutually reinforcing. second, basketball marketing needs Third, the marketing of basketball matches needs the mascots of the team to adjust the atmosphere of the stadium, and the logo of the team needs to be rich in its own cultural color. Fourth, the marketing of basketball matches needs high-quality matches as the premise. Fifth, the marketing of basketball matches needs to carry out multi-level development of other products. Sixth, the marketing of basketball matches needs. Basketball matches should be broadcasted on a large scale and in a high frequency. 7. Basketball matches marketing needs to be dealt with maturely, and public relations methods and systems should be dealt with. 8. Basketball matches marketing needs reasonable ticket prices, a large number of venues, a certain number of spectators. 9. Basketball matches marketing needs a large number of advertising. It is suggested that CBA basketball sponsorship and marketing strategy reform should be carried out: first, seeking more sponsorship and support types, large-scale sponsors. second, the number of CBA Basketball League teams needs to be expanded. third, CBA needs to improve the activity of mascots on the court. fourth, CBA Professional Basketball League needs to improve the quality of the game. Fifth, CBA should pay attention to the development of its tangible assets, but also to the development of intangible assets. Sixth, CBA needs to provide CBA news and information to international and regional media all over the world. Eighth, the CBA needs to rationally adjust ticket prices, increase the construction of venues, and increase the number of venues capacity. Ninth, to increase the all-round broadcast of CBA basketball games, we need to find international broadcasting partners. Competition marketing can not be limited to a service or product, more importantly, it is a kind of dissemination of Chinese basketball culture. Sponsorship, marketing is an important market behavior of professional basketball league, which directly affects the market income of professional basketball league. Sponsorship marketing can promote the scientific, healthy and orderly development of China's basketball league.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：G841
本文編號：2249731
[Abstract]:The National Basketball Association (NBA) was founded in New York on June 6, 1946 (the NBA's predecessor, BAA, was founded in the United States). When the League was founded, there were only 11 teams. Today, the NBA has grown to 30 teams, becoming the internationally recognized first professional basketball league, or even the first sports industry. In the 1997-1998 season, NBA games were broadcast on 109 television stations, 195 countries, 41 languages, more than 600 million households and nearly $4 billion in revenue. In the 2003-2004 season, NBA games and programs were broadcast in 42 different languages through 151 different television stations in 212 countries and regions, involving more than 7.5 billion families. The NBA is expanding its global television broadcasting network to allow fans in more parts of the world to watch NBA games on television. Sponsors sponsor the NBA in a variety of ways, including League sponsorship, team sponsorship, and sponsorship of an event. The scale of sponsorship, the type and amount of sponsorship is also very considerable. In 1995, the Chinese Basketball Association founded the "Chinese Basketball Association" (abbreviated as "Chinese Basketball Association"). CBA), there are 12 teams, Chinese basketball began to take the road of professionalism, the operation of the Chinese basketball market has begun to gradually professional and market-oriented. However, until 2005, the CBA League in Guangdong Hongyuan Club admitted that it has begun to make profits, the other teams are still in the quagmire of not enough money to pull out, CBA League relying on. There are 20 teams in the CBA. How can the NBA become the world's top professional basketball tournament, in the professional basketball tournament in an invincible position, solid progress, with the NBA's mature sponsorship, marketing is inseparable. This paper through literature, logical analysis, comparative analysis, data analysis. Methods The research methods of NBA and CBA sponsorship, marketing comparative study. First of all, the NBA and CBA sponsorship status of comparative study, to find out the NBA and CBA in sponsorship support types, sponsorship income, sponsor gap, and then through data, data comparative analysis. Then, the NBA and CBA marketing status of comparative analysis, including NBA and CBA marketing impact factors. Finally, the relationship between NBA and CBA sponsorship and marketing is studied. Thus, the gap between the two is found out and suggestions for the better development of CBA professional basketball league are put forward. The results show that: first, a large number of sponsors need a successful marketing model and strategy as the basis, while basketball marketing needs more types of sponsorship support, a certain number of sponsors and large-scale backing, marketing activities and sponsorship activities are the interests of the community, the two are interdependent and mutually reinforcing. second, basketball marketing needs Third, the marketing of basketball matches needs the mascots of the team to adjust the atmosphere of the stadium, and the logo of the team needs to be rich in its own cultural color. Fourth, the marketing of basketball matches needs high-quality matches as the premise. Fifth, the marketing of basketball matches needs to carry out multi-level development of other products. Sixth, the marketing of basketball matches needs. Basketball matches should be broadcasted on a large scale and in a high frequency. 7. Basketball matches marketing needs to be dealt with maturely, and public relations methods and systems should be dealt with. 8. Basketball matches marketing needs reasonable ticket prices, a large number of venues, a certain number of spectators. 9. Basketball matches marketing needs a large number of advertising. It is suggested that CBA basketball sponsorship and marketing strategy reform should be carried out: first, seeking more sponsorship and support types, large-scale sponsors. second, the number of CBA Basketball League teams needs to be expanded. third, CBA needs to improve the activity of mascots on the court. fourth, CBA Professional Basketball League needs to improve the quality of the game. Fifth, CBA should pay attention to the development of its tangible assets, but also to the development of intangible assets. Sixth, CBA needs to provide CBA news and information to international and regional media all over the world. Eighth, the CBA needs to rationally adjust ticket prices, increase the construction of venues, and increase the number of venues capacity. Ninth, to increase the all-round broadcast of CBA basketball games, we need to find international broadcasting partners. Competition marketing can not be limited to a service or product, more importantly, it is a kind of dissemination of Chinese basketball culture. Sponsorship, marketing is an important market behavior of professional basketball league, which directly affects the market income of professional basketball league. Sponsorship marketing can promote the scientific, healthy and orderly development of China's basketball league.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：G841
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