The Study On The CBA's Marketing Strategies

The Chinese Men's Basketball Professional League which is held by Chinese Basketball Association(CBA)is the premier basketball league in China.The league was professionalized in 2005 but its history can be traced back to 1995.After the professionalization the league have had a remarkable development,but the inside weakness and the outside threat(especially from NBA)also can not be ignored.This dissertation will first use the SWOT method to give CBA a general strategic environment analysis,and then follows the main part of this dissertation:the CBA's present marketing strategies analysis in flame of the marketing mix theory and the evaluation for the concrete marketing methods.Base on all the analysis and study above,the dissertation has these following conclusions:No.1 The CBA has to deal with two different kinds of customers:the individual customers and the enterprise customers.These customers have very different needs from the League,so the CBA must introduce two kinds of product:the game providing entertainment and sociality for the individual customers and the licensing and sponsorship providing attention resource for the enterprise customers.No.2 The price strategy must submit to the whole marketing mix strategy.While talking about the CBA's pricing,not only the present cost and the value of the league but also the future development and the potential purchasing power of the customers need to be concerned.No3 The most important distribution for the league is the Medias.Because watching the game live on the TV or browsing the news about CBA on the web will not produce extra expenses,so the Medias are mainly the distribution of the attention resource to the enterprise customers,by all kinds of Ads.No.4 The public relationship is pivotal in the CBA's promotion strategies.No.5 The league culture plays a very important role in building the customer's loyalty No.6 The star players are the key element to the game experience for the individual customers and the attention resources for the enterprise customers so they are very important to the CBA products.No.7 The extended products and services contribute a lot to the foreign professional sports leagues' profits,but they don't do so in the CBA.They can be a potential profit goad mine to CBA but it seems that the customers' conception also needs to be improved.No.8 The new Medias and promotion platforms such as the mobile Medias and the Blog rocket these years,the CBA also try to use these new stuffs to promote itself, but these new promotion methods' usage in the league also need further research and development.