Brand Managements Strategy Researchon Chinese College Sports League Based On SCP Theory

The object of this study is the branding of the Collegiate Athletic Association (of FUSC) andthe United States Collegiate Athletic Association (NCAA) under the management of the collegesports leagues. By analyzing the current development of the Chinese University BasketballAssociation (CUBA), the development of college sports leagues is analyzed, especially how toshape the brand of the event study based on SCP framework theory. NCAA Basketball Leaguebranding strategy in the course of the study, the main reference for a series of contrast, from themarket structure, market behavior, market performance, as well as outside the four aspectsanalyzed the problems and opportunities of Chinese Universities League brand. Strive tointegrating theory with practice, with the national situation, in-depth grasp to provide atheoretical basis for the further development and brand value of college sports leagues.Time for college sports leagues’ development is relatively short, and there are still some shortcomings in the event organization and branding. We can learn from the U.S. college sportsleague in the organization and management, market development, which has been for over100years of development experience. College Sports leagues in our country carried out a little later,and it lacks of brand influence, but it has huge developments potential for the favorable marketenvironment and open sport increasingly large consumer market. This study used literature,comparative analysis, questionnaire survey method, logical analysis, and statistical analysis.Research purposes are to shape the brand of China and the U.S. college sports league, combinedwith Western economic theory, and ultimately to explore the road suited to China’s college sportsleagues of brand development.The main conclusions of this study are:1.China’s college sports leagues began a short time, small scope, although there is governmentsupport, a great advantage in the event of operational, but after all,,there are a lot less than on themanagement and competition system for the lack of historical precipitation. Learn from theadvanced experience of the U.S. college sports league branding, University Sports Federation inChina should change their concepts, to enhance the initiative, starting from their own actual situation,to carry forward the advantages of state support, increase the discovery and optimization of the brandof college sports league, so that colleges and universities sports leagues to the boutique, branddevelopment.2. Into the21st century, China’s rapid economic development of the national standard of living hasbeen significantly improved and the healthy living also increased gradually. Arising from the exerciseboom, contribute to brand building and promotion of college sports leagues, especially for the collegesports leagues provide a good market environment. The importance of brand development isincreasingly evident.3. College sports league branded products should be positioned in the mid-range. Its purchase wasmainly targeted at14-30year-old youth groups, especially the student-centered. College sportsleagues for their own target market and brand positioning should also be aimed at the studentpopulation consumption patterns may be radiation, and gradually to other groups of this age or anyother age group of sports enthusiasts. Through vigorous promotion of the university sports league as a special class of products with the actual market supply situation and appreciation, to comply withthe law of value under the premise to increase brand value.4. China-US basketball culture in the technical and tactical theory, talent training mechanism has abig gap in the market. By learning the essence of American basketball culture, and enhance theconsciousness of modern basketball, you can gradually establish a College Sports League brand，and promote the development of the campus sports and more sports talents for national transport.5. Recommendation: building quality is the fundamental guarantee of branding, and branding mustbe targeted for a clear position on the consumer object. Sports leagues as a special product, andalways wants highlight its specificity which is participatory feature. College sports culture tomulticultural elements, and the various elements to the platform of sports leagues, thus forming thetraditional characteristics of both national and spirit of the times, both the deep cultural connotationand exquisite cultural forms, enhances the value of the unique cultural identity, in order to promotethe brand.