Research On Brand Orientation Strategies Of CUBA

CUBA is the first college students'targeted campaigns league facing universities and society, aiming at training high quality and level basketball talent and taking operation mode of socialization and industrialization in our sport history. Now it already becomes the first sports brand in our campus and makes the great market effort and social impact. However, the competition of modern basketball market is fierce more and more. Whatever from time of founder, level of competition or resources, CUBA has a great gap with NBA and CBA, it is necessary to follow the law of modern market economy when making the market operation to CUBA in limited resources.First of all, the paper defined the connotation and features of brand orientation strategies of CUBA, and analyzed significance, principle and path of CUBA brand orientation, and then on the basis of studying the factors to brand orientation of CUBA and subdividing CUBA market, the paper put out the brand orientation strategies of CUBA.Perspectives of the paper: (1) Brand orientation strategy is about the program and long-term plan of CUBA brand orientation aiming at target market on the basis of analyzing condition inside and environment outside, and its adjustment and update in target market according to orientation goal of CUBA governors.(2)Characteristics of CUBA brand orientation: taking university basketball league as principal part and campus spirit as inside information to construct educational environment and build campus culture. (3)The significance of CUBA brand orientation is: creating core value of CUBA brand, establishing long-term, stable relationship with consumers, and directing for product development and marketing plan of CUBA. (4) The factors of CUBA brand orientation have consumer psychology, market environment, product attributes and marketed-segmentation base. (5) Basic features of CUBA spectators: target consumer group is very concentrated, students especially undergraduate is the main consumer group, and the male is more than the female, brand loyalty is low.Suggestion of the paper: (1) It is necessary to follow brand consciousness principle, against-consumer principle and difference competition principle when implementing CUBA brand orientation strategy. (2)CUBA brand orientation can form 2 channels from two aspects of product and consumer. (3) It is necessary to take"education"as the core when promoting"basketball culture"and flourishing campus culture. (4) The heated banner and slogan, all kinds of activities, match reports and logistics support can inspire students'sensibility and arouse their self-identity and resonance when implementing the sensibility orientation strategy. (5) We should take"to develop college basketball, to train basketball talents"as our responsibility and fashion CUBA into"talents pool of CBA". (6) It is necessary to set up brand image consciousness, standardize the market orders, pack CUBA totally and build its personal style in consumers when implementing image orientation strategy. (7) By analyzing CUBA target consumer, orientation aspiration of competitive brand and core advantage of products, we should implement difference orientation strategy and translate core advantage of CUBA products or its personal differences into brand to satisfy target consumers'personal demands.