Study On CBA's Marketing Strategies For TV Sector

After the introduction of some reforms in 1994,the first CBA league was launched the following year.Since then,China's basketball has gone through huge changes.In CBA's 2005-06 Season,China Basketball Management Center released the "Polestar Plan",and took a series of steps to speed up CBA's professionalizing process.During the process,TV media has drawn more and more attention for its role in boosting the development of CBA.However,under the current system in China, the cooperation between CBA and TV media is still facing some difficulties.First,the broadcasting right fees are low and the value of CBA's intangible assets is not recognized by the market,Secondly,the cooperation between CBA and TV is not completely market-oriented.To some extent,it is affected by the administrative edicts.This dissertation is mainly studying on CBA's marketing strategies in the TV sector.By using the methods of document research,experts interview and comparative analysis,the main results and conclusions are reached below:1.There is wide popular support and great space for the development of basketball in China.The political,economic,social and technological environment is ideal for CBA's rapid development.2.CBA has a natural monopoly and native advantages in home market.In addition,its effective management has provide favorable circumstances for its development.3.The limitation set by the current administrative system,the lack of legal construction,the uneven distribution of resources in media market,and the influence by NBA's globalization strategy,have exert negative impact on CBA's development.4.Different from CBA's end users--the audience,TV is one of CBA's indirect consumers.TV institutions buy CBA's products for the need of their own customers-the audience.So,CBA's marketing strategies for TV sector should be combined with its marketing strategies for other sectors,such as for other media,and CBA fans.5.CBA products' quality is not high enough and lacks distinct Chinese cultural characteristics.There have been conflicting opinions of its target market selection.And its efforts in media publicity are not enough.In view of existing problems and difficulties,this research puts forward suggestions on CBA's marketing strategies,such as implementing appropriate target market selection and pricing strategy,appropriate product and brand strategy,total involvement and continuous marketing strategies.Meanwhile,suggestions are also given on CBA's reforms and institutional improvement,and the development of the intermediary market.Hopefully,it can provide help to CBA's management and marketing,and to China's basketball undertaking.