Study On The Development Strategy Of Chinese Basketball Association Based On The Analysis Framework:Structure, Conduct And Performance

Chinese Basketball Association (CBA) is the nation’s highest level of basketball tournament, it has trained many professionals for China, and it has also played a significant role in popularity of basketball, rich leisure and cultural life of the people, consolidate and improve the overall level of Chinese basketball, and promote the process of professionalization of sports. In a sense, it is directly related to the level of development of basketball in China. General Administration of Sports of China attaches great importance to the development of professional basket, has introduced a series of supportive policies to accelerate the development of basketball in China, to enhance the overall strength of China’s basketball. However, with the CBA growing and increasingly complex internal and external environment, a lot of deep-seated contradictions and problems began to show, which has greatly hindered the healthy and stable of development. The SCP Analysis of CBA is small and not deep enough and perfect.So this paper start from the analytical framework of the SCP, quantitative and qualitative analysis on the CBA market structure, market conduct, market performance, to identify the problems and reasons in the CBA development process, and made a recommendations on the specific situation in the CBA development in order to provide a basis and reference when the authorities formulating policy.Literature, theoretical and empirical, logical analysis and other research methods has used in this article. Use the SCP paradigm analytical framework in analysis of CBA market structure, market conduct and market performance. The results show that CBA market structure is oligopoly market; CBA used Third-degree price discrimination, quality discrimination and quantity discount price behavior to form product differentiation, and through mergers and acquisition to maximize the benefits and to pursue competitive advantage; market performance improved, but there is still a certain lack of competitive balance, the number of games, average attendance, product development, and income; combined with the theory of industrial economics and institutional economics analysis and identified these problems in the development process of CBA and found the reason of these problems.In the case of the of CBA market characteristics, proposed recommendations to improve the management system, clear property rights;Enhance the capability of independent innovation in business development, to develop and improve the league rules and regulations; establish a scientific personnel selection and training system, provided a professional instructors and training environment for athletes; strive to improve the quality of products and services, promote the league product development; active packaging local players, developed club characteristics and culture to enhance the brand influence; focus on professional marketing and management personnel recruiting and training, establish a marketing strategy for overseeing the implementation mechanism.