作　　者： ; (耿文光）; ;

机构地区： 广东体育职业技术学院

出　　处： 《四川体育科学》 2017年第3期27-30,共4页

摘　　要： 市场化是CBA赛事品牌发展的最终归属。运用文献资料、专家访谈等研究方法,从俱乐部角度出发,对CBA赛事品牌定位与竞争模式分析。结果表明:CBA赛事品牌定位为以俱乐部利益为出发点,商业化运作模式,国际化品牌战略。制约品牌定位的主要因素有市场化程度低、缺乏专业性营销管理、俱乐部发展愿景和品牌文化内涵不够等。提出促进各俱乐部市场化进程、流通优秀篮球人才的品牌发展"血脉"、专业化市场运作方式、营造竞争性赛事环境等战略提升赛事品牌的商业化、国际化。 Mercerization is the final status of CBA tournament brand development.Using literature,expert interviews and other research methods,the author has analyzed the brand positioning and competitive pattern for CBA tournament from the perspective of the club.The results prove that CBA tournament brand position the club's interests as the starting point,operating the commercial mode and then will be managed as international brand.The main factors that restrict the brand positioning are:A low degree of mercerization,lack of professional marketing management,club development vision,insufficient brand culture connotation and so on.The author puts forward that CBA tournament brand development needs to promote the mercerization of the club,circulate the good basketball players as brand development“blood”,specialize the market operation mode,and create an environment of competitive events.Those strategies can promote CBA tournament brand more commercially and internationally.

关 键 词： 俱乐部 制约 赛事 品牌定位

领　　域： [文化科学—运动人体科学] [文化科学—体育学]