| The Chinese Basketball Association was established in Beijing in June1956,"Zhongguo Lanxie" in Chinese for short, along with the further reform and opening up, China’s Basketball career also ushered in a new period, Chinese Basketball Association followed the pattern of NBA, and in1996the Chinese professional league "CBA" emerged which has been17years since then, English name is "Chinese Basketball Association", abbreviated as "CBA". In2005, the Chinese Basketball Association tried to further perfect the system of Chinese Basketball League, founded the National Men’s Basketball League, English name is "National Basketball League", abbreviated as "NBL". As the deepening marketization of CBA and NBL league by Chinese Basketball Association, the competitive level and enjoyment of league were constantly improving, in2005passed The Chinese Men’s Basketball Professional League Committee Charter which stipulates the development and management scheme of CBA league market, clearly put forward related commercial rights about the management and development of league and clubs by the newly formed Chinese Basketball Infront Sports (Beijing) co., LTD. In2012, the right of management of NBL league was granted to Hua Xi International Investment Group co., LTD. To a certain extent, these methods of work have enriched the Chinese men’s professional basketball league system. Basketball has extensive mass base in China, to provide a good condition for the CBA and NBL marketing management. In the process of marketing management, CBA and NBL have brought great economic and social benefits.This paper is through the study of internal and external marketing environment of Jiangsu basketball league, using the research methods of document literature, experts interviewing, mathematical statistics and logical reasoning, to analyze Jiangsu basketball marketing management and the present situation of three Jiangsu men’s professional basketball clubs’ marketing managements, and then put forward feasible basis for the current marketing strategy, and give valuable opinions and suggestions for basketball marketing management in Jiangsu province or even in the whole country.Through the analysis to get the following final conclusions:1、Through the study and analysis of macro environment of Jiangsu men’s professional basketball marketing management, macro environment provides external guarantee of the development of basketball league market, to a certain extent, promotes the development of the Jiangsu province basketball league marketing, and provides the necessary resources, environment and economy and so on.2、Through the study and analysis of micro environment of Jiangsu men’s professional basketball marketing management, micro environment provides the inner safeguard of the development of basketball league market, to a certain extent, restricts the development of Jiangsu basketball league marketing, especially whether the main league market products can meet the demand of consumers.3、The process of Jiangsu basketball league marketing is not only facing the competition of foreign sports marketing, but also facing the other domestic competitions of other provinces and other competitions, the research shows that Jiangsu basketball league marketing exists large gap from the other competitors. 4、The quality of products by three Jiangsu basketball league clubs needs to be further improved, the clubs need to make marketing policy according to the demand of provincial consumer groups and other consumer groups, after the research, the clubs in the marketing process have different levels of problems, need to optimize their marketing strategies.This paper is from macro environment and micro environment two aspects to analyze the present situation of three Jiangsu basketball clubs’league marketing, and also provides feasible marketing strategy and advice, through the analysis to improve market awareness of Jiangsu province basketball league marketing management. |
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