| Chinese Badminton Super League (CBSL) started again in 2010, is the highest level of our badminton professional events, the goal is the depth of the mining League market value, to create a domestic and international famous brands events. CBSL is an important attempt of badminton sport, occupation of market of our country, through continuous reform and improvement for more than four years have been the formation of scale and relatively perfect competition system, but the lack of time accumulation of League brand, brand value and brand influence is low.Europe and the United States and other countries occupation Sports League brand building experience and successful experience tells us, only by continuously promoting the CBSL value of the brand, adhere to the brand road, can quickly upgrade the overall level and influence of CBSL. In this paper, in order to China Badminton Club Super League brand value as the research object, using the method of literature, expert interviews, field investigation method and the logical analysis method and so on, in general management, marketing based on the theory of multi disciplines, to examine the status of CBSL brand value of science, aiming at the existing problems in the brand value of CBSL for further study, the method to solve the problem is clear, shaping the brand value of CBSL and enhance the constructive comments and suggestions.Through the research, the conclusions are as follows:1. Current feather Super League target market positioning in high education, high income group of males, the product market positioning in the market of consumer goods, capital goods market and talent market class three, the target market positioning the feather Super League is narrow, the product positioning is currently limited to the development of the consumer goods market, market development other types of products lag, brand influence is low.2. At present feather Super League organizing committee offices main office, Department of race, news propaganda department, the disciplinary committee, tournament operations department, supervision and appraisal group and other six departments; from the operation mode, China Badminton Association fully in charge of investment and the League sponsors income, to get the club less income, sponsorship fees, title fees at home income, home box office income, players exchange transfer income etc. become the club balance operation team, the main source of funds; the organizing committee timely introduction of relevant policies according to the needs of the development of the league, established a relatively perfect system of constraint.3. Feather Super League to promote the brand has been formed to TV media, print media and network media, print media, news conference based, comprehensive promotion system to broadcast media reports as a supplement.4. Because the format and Star League development time, unstable draws back the match and so on a series of factors, the current feather Super League social benefit is relatively low; the league from the economic perspective, feather Super League brand value development degree is low, the commercial development of licensed products, the use of trademark are at a low level. Not be exploited its huge brand benefit.5. Although the feather Super League brand value has improved to a certain degree than before, but there are still many problems to be solved, feather Super League brand value displays in:the system changes, and the expected location difference is big; product positioning, lack core competition; feather super league management mode to be perfect; brand promotion disadvantage the exposure rate is low, the league; star frequently draws back the match led the League to damage to the brand.6. Feather Super League brand value can be improved from five aspects: the stability of the league system, providing a stable support for the brand value creation; improve the League quality and service quality, culture supporting management talent; straighten out the pingpong feather center, badminton association and the club rights relationship; improve the League exposure rate, strengthen the sports display to interact with fans; perfect League rules and regulations, strengthen the management of foreign aid to the star. |
PDF Full Text Request