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On Present Situation Of Marketing Operation And Developing Countermeasure Of Chinese Table Tennis Super League

Posted on:2017-08-03Degree:MasterType:Thesis
Country:ChinaCandidate:S LiuFull Text:PDF
GTID:2347330485989452Subject:Humanities and sociology
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This research adopts literature, questionnaire, expert interview, mathematical statistics and other research methods. In-depth investigation about the following content: The history of the development of the Chinese table tennis super league; the organization structure and management system of Chinese table tennis super league; the composite pattern and the form of investment/financing of table tennis super club; the way of the league to develop and use intangible assets; the promotion and marketing by the league; Chinese table tennis super league and the cultivation of excellent athletes. Coming to the following conclusions:(1) The Chinese table tennis super league came about in a particular background, after 20 years of development gradually formed a relatively stable pattern. It formed a complete league operation structure and management system, in terms of reputation, influence, has reached world leading level. But at the same time, the league exposed its deficiency at the club management, market operation etc.(2) The Chinese table tennis super league has a complete set of management system and institutions which ensures the league can develop normally and orderly. However, with the development of social economy, this set of management system still has to be completed and improved.(3) The Chinese table tennis super league formed enterprises, enterprises and sports council and sports council various forms of club, in line with the current development characteristics of the league. But the club's funding is limited, mainly rely on the sponsor's input.The income and expenses of the clubs are in disorder, and most clubs are in the red. The right protection of the clubs in the league is restricted.(4) The Chinese table tennis super league in the game quality is on the top of the world, no matter from the coach team ability, competitive level of athletes, or the reasonable arrangements of schedule, all ensuring the high quality. Meanwhile, the Chinese table tennis super league cultivated a group of high level athletes for our country. The Chinese table tennis super league has become the super stage, gathered the world's top table tennis players.(5) The intangible assets of the Chinese table tennis super league mainly developed in two aspects: the title sponsor and the athletes' advertising, but it's short of the other developments. The development of the league related products has great potential.(6) The Chinese table tennis super league made a series of methods to enhance it's recognition degree by others, to guarantee the league's influence and enhance it's brand value. But the marketization degree of the league is still not very well, the audiences are lack of enough cognition of the league, and to the league's participation is not active. About the league, the digging about the vast domestic table tennis market potential is not enough.According to current situation of the league, putting forward development countermeasures as follows:We need to deepen reform of the management system, optimize the structure of league organizations; accurately positioning to league, formulated strategy in accordance with actual brand; using modern media platform, set up and improve the league promotion system; the Chinese table tennis super league combining with Member of the league of CTTA,and build the new competition pattern; cultivating fan market, excavate the potential market.
Keywords/Search Tags:The Chinese table tennis super league, Table tennis club, marketing operation
PDF Full Text Request
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