The Research For Sustainable Development Of CBO

Chinese Basketball Open, which started from December 2005, has been the widest, most team participants and longest general public basketball match in China. As we know, everything has its internal principal of generation and development, the same with other match, CBO has its own limitation and defect. However, the research for sustainable development of Chinese Basketball Open is so lack.Through literature review, expert interviews, field observation, compare analysis, system analysis and chart statistics method, this paper collects the current situation, sorts out the limitation and defects, analyses their causes, and gives out the solution and suggestions. Hopefully, it can help CBO to improve organize model and competition method, promote it to be more healthy and sustainable, and then inspire the public general match's hold and development.The conclusion from this research are as follows:1. The concept of sustainable development is from economic sphere. It focus on long term development target, emphasize balance development among society, economy, culture, resource, environment and life. Since CBO need sustainable development, so it certainly pay attention to social value and economical benefits, and attach importance to balance match committee, attendee and sponsor.2. In the process of development, CBO has its own limitation and defects, such as the corrupt between matching mechanism and public characteristic, publicize shortly, marketing system defective, team attendee funds lack, and final address centralization.3. Analyze the above issues, they could be caused by CBO purpose blur, expand methods week, marketing characteristic lose, unglamorous for sponsor and not hold in small town and backcountry district. 4. Compared with other professional basketball matches and combined with match marketing theory, this paper gives out the suggestion for sustainable development of CBO:Clear CBO orientation and improve its matching system; Enhance publicize policy; Build up a powerful and efficient marketing system; Improve business sponsorship and develop its derivative to resolve funds bottleneck; Promote city brand and get support from local government etc.