Study On Actualities And Strategies Of CBA's Marketing

CBA League was changed its name into "China Men'sBasketball Professional League" and took a new logo "face ofbasketball", which is full of Chinese characters. China BasketballManagement Center released "Polestar Plan" and took a series of steps.That means CBA enters a new stage. To make high level basketballprofessional is an inevitable tendency in the world. Basketballprofessional league is run in America, Europe, and Oceania. Market isnot only a good way to improve the level of basketball but the base ofprofessional league.Basketball includes running, jumping, shot, mentality, andintellect. It plays an important role in many fields such as physicaleducation, entertainment, culture and economy. It has a good base andconditions in our country. Its professional and business developing isgood to improve basketball's level and economy in China, to make people's life colorful, etc. With the development of economy andculture, basketball is faced with many competitors and many chances.How to take advantage of advantages and how to exploit resourcesshould be taken in consideration. On the base of domestic actualities,we have to develop market of CBA and make potential demand becomereal demand. Marketing is an inevitable way for CBA to reach its aim.This thesis is based on basketball's characters and marketingexperiences of Olympic Games, NBA, F1, etc. By the methods oflogical analysis, interviewing, document research and paperinvestigation, the author analyses the result and statistics, studies themarket of CBA, finds its problems and difficulties, learns its structureand characters, discusses its advantages and disadvantages. By thestudy, the author gives some suggestions and marketing model toCBA's administrators and club's managers. The author hope this articleis benefit to basketball's reformation and development and help threeaims (economic benefit, social interest, competitive level) reached.Marketing is not only the aim of management but the way ofmanagement. By the method of standard analysis and model analysisand on the study of economics and management science, the authorthinks, CBA should improve its quality of product and service first; tryto run business by self; strengthen scientific management andinnovation; take advantage of district and culture advantages inmarketing strategies to make CBA different and continual; raisecustoms' faithfulness and agreement; make CBA become a famousbrand in the world.