Research To CBA's Marketing Strategy And Management

In 1995, the Chinese Basketball Association organized "China's ManBasketball A-grade League Match" (to be called CBA), the Chinesebasketball started to step onto the professionalism path, the operationon Chinese basketball market also started the gradually specialization.However, continuously to 2005, only the Guangdong Hongyuan club had toacknowledge already starting to gain. The material according to thebasketball administrative center issued demonstrated that, theinvestment amount of all CBA clubs is 3.87 million Yuan equally a year,but the average income only is 2. 37 million Yuan, the club managementalways is unable to make ends meet, and is in the loss . But in the sametime (in 2003), to NBA club (Colts), the income surpasses sum of actuallyall the CBA clubs' income. Compared with NBA, CBA's market developmenthas the huge disparity. The reason certainly is various, for instancetalented person troop's lacking, the system of manages not to be perfect,the organization establishment is unreasonable and so on. Among them, theCBA league tournament lacks the effective marketing strategy also is oneof the important reasons. In 2004, the Chinese basketball associationstarted "the plan of north star", invited the specialized company, bystrengthened the CBA market the development and the operation, the Chinesebasketball market starts to step onto the true significance specializedoperation. This article based on this foundation, attempts to seek theeffective marketing strategy and the management which suits the Chinesenational condition, and is advantageous to the Chinese basketball marketsustainable development, expect to make some contribution for theoperation of Chinese basketball market.This article used the literature material law, the comparison analytic method, the expert investigation method, questionnaire investigation method, the mathematical statistic law to CBA and NBA market development present situation, the marketing strategy utilization has carried on the comparative analysis. Had discovered several questions in the marketing strategy of Chinese basketball market:1. The CBA league tournament market's marketing strategy quite is monotonous, the execution to the marketing strategy is not thorough.2. The marketing idea of CBA is backward , and lacks the innovation.3. The CBA's marketing strategy lacks the integrity and continuity.Proposed CBA should use following several marketing strategy:1. Brand marketing strategy. Thought CBA must enhance its brand value, needs to improve from several aspects: the CBA brand design, the brand packing, the brand localization, the brand quality and post-sale service etc..2. Whole market strategy. If CBA want to carry on the whole market strategy, first it must integrate the clubs conformity, make the dispersible club a whole, establishe a club alliance or CBA Corporation, represents various clubs the wicked overall benefit. Next, it must carry on in the marketing strategy the conformity. Also must have the short-term plan, but also have the long-term plan, the guarantee marketing strategy integrity, the long-term characteristic.3. Presses the basketball market by sells. Realizes the CBA product multiplex management. This strategy is through increasing the CBA symbol product and the authorized product sales volume, uses the CBA symbol product or the authorized commodity sale, or through the producer to oneself product propaganda, thus enhances CBA's market value.4. Market development strategy. To develop market, mainly is from the introduction overseas outstanding basketball athlete or the basketballteam, initiates the CBA athlete overseas to go to play a ball game, positively attends domestically, outside each kind of basketball game, the transformation main floor locus, enhances CBA market share several aspects to carry on.5. Public relations strategy. The public relations strategy main significance lies in: The search information, the dissemination communication, the coordinated relations, the processing dispute, the participation decision-making, the improvement environment, promote the social efficiency, sets up enterprise image and so on. The commonly strategy mainly has the public welfare activity, the active support, the athletic field interaction, geting together activity and so on.6. Star strategy. Using the star strategy mainly is from two aspects: portrays the basketball star and using the existing amusement circles star .7. Nimble price strategy. Because the watches include each income social stratum nearly, thus the admission ticket establishment, must consider to each social stratum, by enables each income social stratum all to watch the competition to the scene. Therefore, the admission ticket price should divide into the different face value, by enhances the booking rate.The present paper also believed that, the reasonable management system, the perfect laws and regulations system, the outstanding marketing managerial talent troop is the foundation, the safeguard and the key which various marketing strategy can implement.