作　　者： ; ;

机构地区： 中山大学教育学院

出　　处： 《首都体育学院学报》 2007年第5期30-32,42,共4页

摘　　要： 与国际知名品牌赛事的传播相比,无论是运营者的经营理念还是具体的传播方式,CBA职业联赛都存在相当大的差距。经营者必须全面考虑品牌传播的各种途径,充分运用品牌的整合传播,尽快提升联赛的品牌形象,进而提高其品牌忠诚和市场占有率。着重从竞技体育职业联赛传播途径和方法探讨了提高CBA联赛传播效果的策略。即从广告媒介的选择、品牌个性化诉求、广告投放力度、制做技巧等方面讨论了广告策略;从宣传攻关、赞助攻关、征询攻关、服务攻关四个方面探讨了提升联赛形象的方法以及如何通过强化人际传播提高品牌忠诚,通过销售促进提高市场占有率。为CBA篮球联赛通过品牌运营实现效益最大化提供参考。 Compared with the diffusion of the international famous athletic events, CBA lags much behind of them,whether for its management notions or its concrete propagation media. The authority of CBA should consider the various ways of brand diffusion and make use of the integrated-diffusion method to shape the perfect brand image, so as to improve the brand-loyalty and market share. The article mainly focuses on the discussion of strategies of how to improve the propagation results of CBA league matches on the aspect of the diffusion means and methods of professional athletic league games. They include advertising strategy regarding media selection,brand characteristic publicizing, the range and strength of advertising and the technique involved in advertisement making. Ways of how to improve CBA＇s image are discussed from the four aspects of public relations：propaganda, sponsoring, consultation and service. It is also suggested that brand loyalty be enhanced through enforcement of inter-personal diffusion, and market share could be promoted through sales promotion. All these suggestions have provided reference for the profit realization of CBA league matches by brand management.

关 键 词： 职业联赛 品牌 传播策略

领　　域： [文化科学] [文化科学] [文化科学]