China's Men's Professional Basketball League Ticket Pricing Strategies And Distribution Channels Research

Chinese basketball start it's reform at 1995, after 10 years development, the organizing capacity of the championship and the level of the games were much improved, and the championship becomes a propeller to the broadcasting of the game in our country and thus elevated the massive level of this sports.To better meet the needs of the market environment, the reform was kept taking on every aspect of the championship. Being companies, there is no doubt that the basketball clubs , which play the roles of the basic units of the professional basketball championship , put the profit chasing as the first priority; while the championship committee, being as one of our country's authority department, should and responsible to put improving our nation's basketball competency as the first priority. Then, how to balance the different goal of the basketball clubs and the committee or how to balance the interests between them becomes the most difficult and important problem of the reform.Currently, the clubs only own a narrow range of the profit making fields, and among them the ticket incoming is the main income for every club. What is more important is the seat sailing percent -age represents the marketing position of the championship. So, consequentially, how to in crease the income of the clubs and how to make the fans come to the game courts matters a lot.This paper is the investigation and analysis on the CBA tickets'pricing strategy and distribution channels. It's was written on the basis of the practical investigations and with the combination of the sports marketing related theoretical knowledge, and provided constructive suggestions.