Analysis On The Sustainable Development Of Chinese University Volleyball Association

Since its coming into being in 2006, Chinese University Volleyball Association (CUVA) has been held for four years. We all witness its growth and gains. However, the road of development is not even and smooth. The sustainable development of CUVA undergoes some problems, such as lack of funds and audience, operation with debt. Why do these problems exist in CUVA and how to solve them? It has been an important study object for scholars and researchers on volleyball. Based on"sustainable development"theory, the paper examines the process of CUVA, sums up experiences, discovers and analyzes the problems, trying to find the factors that hamper the development of CUVA. The study results will offer some practical guidance and theoretical basis to develop CUVA, promote, utilize and cultivate volleyball talents of universities, which improves public attention and influence of CUVA. The main study results are as follows:1.The thought essence of sustainable development can be employed as a good perspective and feasible way to explore sustainable development of CUVA.2.The location of development strategic plan of CUVA is not specific, which lacks of possibility of operation. Long-term, effective and practical measures and scheme has not been established.3.The requirements of universities for university volleyball players'study of literacy class are usually not strict. Universities stress players'skills and ignore their study, which leads to serious imbalance of study and practice.4.Long-term drive mechanism on training and management of volleyball team has not set up by universities.5.There are only one arena existing in CUVA and no plain group competition which faces to institutes of higher learning, so it hasn't possess the width and popularity of national league.6.The funds of CUVA and volleyball team of universities are not adequate, which leads to lack of lasting drive for sustainable development.7.The marketing and promotion of CUVA is inadequate and the development of the universities market is not well. Without the support of teachers and students of universities, the popularity and influence of CUVA is not wide. 8.The degree of marketization and commercialization of CUVA is relatively low. It is still at initial stage on promotion, marketing and commercial development and so on.9.Promotion methods of CUVA is too simple and community coverage of promotion channel is fairly low. Stable audience group has not formed as a result of lack of TV broadcast and detailed coverage and video on the internet.