| The American professional Basketball league(National Basketball Association is also called NBA), was established in June 6, 1946 in New York, the NBA’s predecessor BAA established in the United States). Only 11 teams alliance when it was founded, and now has grown to the 30 teams in the NBA, become the first internationally recognized professional basketball league, even is the first sports industry, sports leagues.In the 1997-1998 season, the NBA game in 109 television stations around the world, 195 countries, with 41 kinds of language, more than 600 million households tuned in, income of nearly $4 billion. In the2003-2004 season, the NBA games and programs with 42 different languages through 151 different television station broadcast in 212 countries and regions, involving more than 7.5 billion m households, the audience of 3.1 billion people, earning more than $5 billion. The NBA in the development of domestic market, on the basis of actively explore to broaden the international market, go a way based on the United States, to the world. The NBA is constantly expanding their global television network, make the world more local fans can enjoy the NBA on television event. Not only that, various types of sponsorship is also sponsors for the NBA, there are the alliance, also have the team’s sponsorship, and sponsor of one activity. Sponsors of the scale and quantity is very considerable.In 1995, the Chinese Basketball Association, found the China men’s Basketball league(China Basketball Association also called CBA), there are 12 teams, China started down the path of professional Basketball, the operation of China’s Basketball market has begun to gradually specialization and marketization. Until 2005, however, is the Guangdong HongYuan club has admitted to profitable, The other team is still in a prolonged to make ends meet,there are many teams in the CBA league in the red. Development up to now,the CBA has 20 teams at present. The reason of the NBA can become the world’s top professional basketball tournament is that In an impregnable position in professional basketball matter, solid progress, with the NBA sponsorship, mature marketing is inseparable.This article through the literature material method, logic analysis, comparative analysis, data analysis methods for the NBA and CBA sponsorship, a comparative study on the marketing strategy. First comparative study on the current status of the NBA and CBA sponsorship, find out the type of NBA and CBA in sponsorship support and sponsorship income gap, sponsors, and then through data, data analysis. Then, the comparative analysis about the present situation of the NBA and CBA marketing, including the influence factors of the NBA and CBA marketing(teams and logo, the quality and other product development, broadcasting, public relations, tickets, advertising), comparative analysis of marketing strategy. Finally, on the relationship between the NBA and CBA sponsorship and marketing research. And a full range of research and find out the gap, for CBA are put forward on the development of China’s professional basketball league is better. The results showed that:1.A large number and scale of big sponsors to successful marketing mode and strategy for the foundation, and basketball event marketing requires more sponsorship support type, amount and size of the backing of the major sponsors, marketing activities and sponsorship is a community of interests, both influence each other, promote each other.2.The basketball event marketing need a certain number of the team.3.The basketball event marketing requires the team mascot should adjust good stadium atmosphere, team logo to rich their own culture.4. The basketball event marketing need high quality as the prerequisite.5. The basketball game marketing need multi-level development on other products.6. The basketball event marketing need large range and high frequency of basketball tournament.7.The basketball event marketing requires a mature processing, methods and system response to public relations.8. The basketball event marketing requires need reasonable price tickets, to accommodate more number of venues, a certain number of viewers.9. The basketball event marketing requires a lot of advertising.10.The basketball event marketing need perfect brand promotion strategy.Recommended CBA basketball tournament sponsorship, reform direction of marketing strategy:1.Seeking more sponsorship support type, large-scale sponsors.2. The CBA basketball league team number need to expand.3, The CBA Need to increase the activety of mascot in the stadium.4. The CBA professional basketball league need to improve the quality of the game, make CBA brand, speed up the marketization of league.5.Focus on the development of CBA its tangible assets at the same time, more should attach great importance to the development of the intangible assets.6.The CBA need to regional and international media to provide CBA all over the world of news and information. And make full use of newspapers, magazines, TV media and to vigorously promote the CBA.7. The CBA need to develop a set of complying with the requirements of their own pr strategy, to maintain the public relations.8.The CBA need to reasonably adjust the ticket prices, increase on the construction of venues and upgrade the capacity of the number of venues.9. A full range of increase of CBA basketball tournament, need to find a partner on the internationalization. And increase the intensity of advertising, maintain the advertising rights and interests of the sponsors.10.The CBA league marketing cannot be confined to a service or product, more important is a spread of the culture of Chinese basketball.Sponsorship, marketing is an important market behavior of professional basketball league, directly affects the market gains of professional basketball league. Earnings quality directly affects the development of professional basketball league. Hope that the study of Chinese basketball tournament sponsorship marketing, to science, healthy and orderly development of the Chinese basketball league bring certain role in promoting and theoretical guidance. |
PDF Full Text Request