Resarch On The Factor Of The Brand Of CBA Profssional Basketball Club

In 1995,the Chinese Basketball Association,CBA,founded the Chinese Men's Basketball League,which indicated that the start of a professional basketball in China and the gradual specialization operation of the Chinese basketball market.In 2004,the Chinese Basketball Association formulated the North Star program for the development of Chinese professional basketball,and proposed a new four-in-one conception about competitive basketball,entertainment basketball,wealth basketball and culture basketball.Following the big goals,big opening,large integrated and big collaboration as working principles,a series of dramatic reforms for the CBA league ruled and sponsored by CBA were conducted,which injected new vitality into the professional league,led the community's concern about basketball and promote the basketball industry,so that more and more up-and-coming basketball stars were found. Now CBA league has now grown to the professional league with the best domestic image,the best reputation,most influential and the largest business prospects and market development potential.However,analyzing from the perspective of economics and business performance,the development of the Chinese Professional Basketball Club is not optimistic. Either from the CBA League at the box office,the number of live events, brand name,the club sponsors,or the profits from the club,professional basketball players alternate,the club's management and legal protection, there are a lot of problems in the Professional Basketball Club.This article analyses the possible factors in the development of brand for the Professional Basketball Club,with the start of factors that impact the brand extension of the Professional Basketball Club.According to those integrated methods,such as the literature research, semi-open-ended questionnaire,interviews with experts and survey questionnaires,some conclusions were obtained as follows:First,the factor of professional club brands includes seven dimensions, like the strength of the club,brand culture,the arrangement of members, the management mechanism,the stadium,the extent of fans concerned,and the selection of sponsor.It is proved by analysis that the questionnaire of the extension of club professional brand has good reliability and validity.Second,those seven factors have different effect on the continuity of the Professional Basketball Club brand.In terms of the degree of the effect,the order from large to small is the strength of the club,the extent of fans concerned,the arrangement of members,the stadium,brand culture,the selection of sponsor,the management mechanism.Third,fans with different sex,different ages and different degrees have significant differences on the choice of factors which affect the Professional Basketball Club brand.