| The Chinese Basketball Association (The followings will be referred to CBA ) ,whose Predecessor is the A. A Chinese Basketball League, is regarded as the highest level professional basketball league match of China. It changed its name as CBA officially from 2005-2006 season and put out the plan named"POLARIS"——developing the vigorous CBA brand ,packaging and giving publicity to the plate formally. After 5 years'run and propagated, CBA has gained amazing achievements: It has possessed a significant market rallying point. There remain many problems in handling property management, brand-arrangement advocation and brand-character construction of CBA league, in the light that CBA professional league's brand establish lasts only few short seasons, in the initial stage of certain brand formation and development. So in order to promote CBA 's brand value and competition, researching on this brand plays a significantly important role.After conducting investigation on the factors of CBA promotion and analysing of the result synthetically , this passage reaches a final conclusion——quality and management, that the core influence factors of CBA brand ascent. The major factors are the packaging and promotional, the quality, time and quantity, the sponsorship and culture of CBA . The general ones are very extensive, for instance ,the professional operation organization, the high level professional talents, the ticket prices formulated and sold, the fans service, the steady economic growth and social cultural progress, the publicity and guidance of media, In accordance with these factors, the tactics to promote the CBA brand are summarized as follows : enhancing the managements, improving the quality,reinforcing the packaging and propaganda, better fans service, enlarging the sponsorship range, the steady economic growth and social cultural progress, developing the CBA culture, more attendance public welfare activities, reasonable price formulated and tickets sold through many channels... |
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