Study Of Commercial Values Of CBA Team In The View Of Fans

With quantitative evaluation of commercial value for CBA team as the research object,this paper studies CBA team value,evaluation of team value orientation and theoretical connotation of commercial value from theoretical perspectives of value philosophy,consumer behavior and marketing by literature review method,questionnaire method,interviewing method and mathematical statistic method,establishes CBA team value orientation evaluation indicator system on this basis,allocates indicator weight,formulates commercial value evaluation system for CBA team,and conducts orientation evaluation for team value from the perspective of basketball fans and consumers with existing 18 CBA teams as evaluation objects,resulting in commercial value indicators for the analysis of team commercial value indicator features and relationship,and builds curve regression model for bidirectional prediction of real commercial value of the team and commercial value indicators,meanwhile,formulates profit sharing draft for CBA teams based on team commercial value indicators.Main conclusions of this study are provided as below.1.The so called CBA team value refers to a specific relation that the inherent property,characteristic and feature of the basketball team as the object meeting the needs in psychology,interests,culture and spirit of fans and consumers as the subject.The commercial value connotation of CBA team covers two aspects:firstly,the presentation efficiency of the team to the sponsoring(title)enterprise with athletic show as the marketing tool,and secondly,the economic benefit obtained by the team from the sale of athletic show as service products.The comprehensive quantitative results of team value orientation evaluation come as commercial value indictors.And the indicator of team commercial value represents the commercial value of the team.2.CBA team value orientation evaluation indicator system includes 5 first-class modules of team members,team strength,team culture,home field atmosphere and information communication,and 20 second-class indicators.The established CBA team commercial value evaluation system not only represents the common criteria on CBA team value orientation evaluation by fans and consumers as the subject,but also reflects the importance of CBA team value influencing factors which has been grasped by fans and consumers.3.The evaluation indicates that two indicators,i.e.the coach and key players,among 20 second-class evaluation indicators,get the highest score,while four indicators,i.e.substitutes,adaptability to changes,expected result and league performance,get the lowest score,which reflects that fans and consumers generally do not think highly of the overall competition power of CBA team;among 18 teams,Guangdong Hongyuan achieves the highest indicator 90 in commercial value,and Qingdao Shuangxing gets the lowest indicator 50.The average indicator is 75,the standard deviation is 9 and the variance is 12%,leading to a relatively reasonable discrimination.4.The statistics show that CBA team commercial value indicators indicate obvious group characteristics,but do not reflect clear differences in district and club natures.CBA team commercial value indicators are positively associated with league performance,admission tickets,sponsorship and total income closely,but are distantly related to media information of the team.The establishment of curve regression model based on team commercial value indicators can realize bidirectional prediction of commercial value.Meanwhile,the profit sharing draft for CBA teams is formulated which will offer a reference for CBA team market operation,etc.