| Professional sports is the result of Social Division, professional athletic is the result and offspring of athletic sports socialization course, follow development contrail of"Social Division—Athletic Sports—Socialization—commercialization—Industrialization".Athletic industry comes of England; the earliest professional athletic club is in America, the earliest professional athletic sports item is baseball in America, the development of professional athletic needs impersonality economy base and society environment, in the end of 19 century, the structure frame of professional athletic club and professional athletic union was already maturity.Professional athletic development immanence reasons are strong society stir benefit and economy Add-ons function. Professional athletic sports solves endogenesis demands of athletic sport development, it finds a best way for the long-term continuance development of athletic sport in the worldwide, athletic sports professional means the trend and usual disciplinarian of nowadays and future athletic sport development. Along with the development of modern technology and amusement, the dissemination of auto and TV, telecast enter profession athletic, it promotes quick development of profession athletic union, professional athletic organization; management systems and management mode begin specialization.The innovative content and main science viewpoint of the research are as follow,1. Nowadays, NBA is the best professional athletic union in the world. NBA sanity high-effective management organization, in order to promote the look of the game to improve the game systems and train the high-level professional sportsmen, and"Best new transpose system", wage hat, luxury tax, promote the competition balance of clubs, with the centre of fans consume demands, provide full-orientation humanism service, provide the perfect consume taste for the audience, predominant media relationship strategy and development immateriality assets, and agile price strategy and full-orientation marketing, create super stars, high-effective sportsmen and games packing strategy, these are the key reason of their successes.Compare with French and Spanish professional basketball league, Euro professional basketball league have their self specialty, they depends on the different situations of each country. The bring and development of the professional athletic organization depends on the society environment, economy base and national policy and systems, the development of professional athletic should fit society environment, economy base and national policy, there are big difference between different countries in the different phase.2. CBA professional league is the top level in the domestic; it is developed from China male basketball Series A league. China basketball association begun to market explore from 1995, there are two reasons, one is self-help, and the other one is that the state push game system reform and commercial group enter basketball sports at that time. After the establishment of"Ten-year plan of China professional basketball reform and development""for short'North star plan'"from Sep, 2003, it show the way and route for the development of CBA professional league. China male basketball Series A league change the name to CBA basketball professional league during 2005-2006 league, after 3 years development, nowadays, CBA professional league gain delightful achievement, such as, organization framework consummate, league system designation, management level, game quality, disseminate and public relationship strategy , and redound sponsor, fans, media and society. The key reasons of effecting and restricting CBA league development are less super sportsman, coach ability deficiency, short of super coach, less top manager, it is relating with the fans base and consumes habit, and club standardization construction and area market exploit also restrict the development of CBA professional league.The problems in CBA professional league reformation, they will also in the development of CBA professional league development, it is relating with the situation of our country's history transform, it is closed relating with organizer, press media, club, sportsman, fans and so on. CBA league has the frame and rudiment of professional athletic league, nowadays, CBA league is the best professional league in the domestic, Chinese big basketball market and favorable development attract many domestic and overseas companies'investment. CBA has a favorable development foreground and huge growing space.3.The current reformation and development of CBA league with advantaged politics environment, society environment, and athletic environment, CBA league has its own advantages, and in face of the good development chance. Meanwhile, CBA has to know the disadvantages, reply the challenge from NBA.The problems of CBA league development due to the society reformation, the sticking point is the management system unfit for the demands of professional league development. These problems are along with the development, they will be settled in the future reformation.In the face of the chance and challenge from the global, the development strategies of Chinese basketball are as follow, insist to freedom development, promote the base and whole strength of Chinese basketball industry development, open our basketball market to the foreign organization, change concept, improve service consciousness, insist the principle of government management and market operating.In allusion to NBA entrance, the cooperate principle of CBA leagues are as follow, there is only one top male basketball professional league in China, the name of CBA is not allowed to be changed, league's property and management right must be belong to China basketball association. The cooperate mode are as follow, operating right to CBA professional league is belong to China basketball association, NBA China branch, club. CBA league will ensure there yield. Meanwhile, NBA will gain the maximum respect from the suggestions of league framework, league organization, operating model, market developing, club entrance process, match gymnasium; CBA will keep a closed cooperate relationship with NBA in the area of coach training, young player training, society basketball development and fans plant.Meanwhile, the work of CBA league which should be do as soon as possible are as follow, enhance policy research guidance,pay attention to the construction of basic system; fit for the industry development and capital market demands, explore the new idea and new model of professional athletic. Compounding and deploy high quality resource, heading to establish CBA league join venture company, on the basis of the demands of league development to increase branches, enhance league management and frame construction. Fetch in and train high diathesis specialty people; enhance and consummate the system construction of the league; pay attention to cost control and finance safety; developing the new economy increasing point of the league; enhance league extending and transmitting.CBA professional league is in a new seedtime, under the affection of global trend, should leading and reining the reformation and development of CBA professional league, under the premises of freedom development, take full advantage of overseas and domestic resource to promote the development of China basketball. Consider, design, consummate league development and professional athletic system in the wider field of vision, develop cooperation with overseas and domestic capital.4. The system choice of CBA league management is relating with the match product property of CBA league, it is much more closed relating with the society environment, economy base, whole society, economy operating system, meanwhile, it is also relating with the labor resource. CBA league has the property of public product, it means the league is the together possession property right of the state, investor club and sponsor.The management right of CBA league is belongs to China basketball association. China basketball association should on the basis of our country's situation, understanding and realizing the trend of national system and reformation, explore and practice professional athletic development way with Chinese feature. At present, the management model, method and plan are unfit for the demands of fast development.CBA league will implement the new management model of China basketball association leading and overseas investment and clubs participate in democracy decision-making, establish the league directorate and the league joint-stock company, the league directorate systems decide the big problems of league development, the league joint-stock company ensures league brand and appreciation, it is the necessary choice to consummate management systems and operating systems with the situation of overseas and domestic basketball development environment.The designation ideas of the league directorate are as follow, the chairman of league directorate and the manager of national athletic bureau basketball sports managing centre is the same person, he or she has veto on importance problems. So it can ensure that the league is operating under the intendance of national athletic bureau basketball sports managing centre and China basketball associate, the chairman of league directorate takes charge of increment of China basketball national assets, and he or she also takes charge of the performance of the league, the development of young people basketball, the dissemination of basketball, promotion of athletics basketball level, and ensuring the development way of China basketball culture.The member structure of CBA league directorate is taking full advantage of the resource of China basketball association and clubs, and also taking full advantage of capital strength, experience and labor resource of NBA and Switzerland company, in virtue of the transmitting advantage of CCTV-5, bring forward the suggestion and make decision on development strategy of the league and programming operating model and match rules.The assets structure of new CBA league joint-stock company is as follow, China basketball association and CCTV have 51% stocks, the existing 18 clubs of CBA league have 18% stocks, NBA China branch has 16% stocks, and Switzerland Company has 15% stocks.The new CBA league joint-stock company should according to the standard of the structure framework of modern joint-stock company to consummate, definitude operating right and scope, league commercial extending, market share increasing, promoting club construction, gymnasium managing and controlling, extending sportsman resource and keeping the strength and the balance of each team, so promoting the reformation and development of CBA professional league completely.On the basis of the healthy development of the league, along with the increase of league clubs, and according to the real situation, adjust the stock structure of CBA league joint-stock company, the new clubs or the teams should pay the fee, China basketball association and CCTV associate with NBA China branch, clubs and Switzerland Company to establish a modern joint-stock company, the joint-stock company has a strong strength, clear property right, clear authority, benefit communion. Promote CBA professional league developing quickly through taking full advantage of each resource. The assignment of stock share depends on the cooperation idea, then making discussion and adjustment, under the premises of reasonable operating, achieve the benefit of the state, investors and clubs, promoting the development and construction of CBA league together. The right payoff model is the key factor for CBA league success. There are two payoff models for CBA, one is market model, and the other one is finance model. The market model means the system of CBA league, for example, the south and the north area, the general match and the season match, foreign aid system etc; the finance model means the main income channel of CBA, creating a payoff and developing professional league if they can control the income channel and improve the value.The main income source of CBA are as follow, sponsor income, gymnasium income, TV and license products income, keeping the steadiness increasing of sponsor income and gymnasium income, CBA should strongly develop license products, especially cartoon products, network and computer game products and so on. Meanwhile, the league must control the cost, so that increasing proceeds for the clubs and creating much bigger market value for the league.It is a high requirement to the basic construction of the league, if the CBA wants to have a long-term and continuance development. The basic constructions of the league are as follow, CBA, NBL, CUBA, CHBL and CBO resource conformity, establish a basketball match system and CBA league in support sportsman system with Chinese feature, CBA training and the summer league; the training of the professional teams and so on.The training of the professional teams includes high-grade league manager and operator, enough and high-grade professional sportsman, high-grade professional coach, super judge, tiptop professional basketball club manager and so on.7. CBA match is the key product for CBA brand; it includes sportsman, audience, judge, coach, basketball gymnasium, equipment and so on, in addition, the special culture is also very important.After packing and extending the brand in the past three years, CBA is a brand with strong rallying point and good reputation at present, CBA gain a excellence achievement. As a result of CBA brand construction only with a short time, there are many problems, for example, CBA brand assets management is weakness, brand feature is unclear, brand transmitting and strategy are not good enough and so on, at present, there are some sides far from CBA brand construction, for example, gymnasium establishment, sportsman professional level and idea, TV transmitting and publicize etc.8. At the present, China basketball industry is in the key period of reformation and development, in the face of new challenge, and in the face of chance is very rarity. Under the situation of so complex phase and so formidable mission, China basketball industry shall achieve century task, must"Look basketball and out of basketball, scratch basketball.", should carry through innovation in developing theory and idea.CBA professional league should take the developing way of international visual, local percipience, Chinese practice and Chinese creation, seek the development idea of better life, take on the society duty of achieving excellence citizen and creating extractive life, practice the multiple function and Cole value of modern basketball sports, CBA professional league seeks the unification of sports basketball, culture basketball, amusement basketball and wealth basketball, the tiptop duty are as follow, bringing happiness to the fans, creating wealth for companies, training people for the state.CBA professional league is as the centre of promoting brand value, providing service to fans, sponsor and media. Try best to promote CBA league to be a global professional basketball league in 10 years. The aims are as follow, strongly CBA brand, training and bringing up some world-class basketball super star, CBA becomes the best professional athletic league in the Asia, creating good achievement, win much more medals of internal match for the motherland, CBA turns into a payoff and developing healthy league.
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