Research On The Marketing Strategy Of Chinese Basketball Assocition(CBA)

Under the market economy conditions,the China basketball association is currently facing a multiple challenge from domestic and foreigh sports leagues.CBA which is still managed and oriented by the government can no more meet the need of modern basketball market.In this regard,to create a new situation,many China’s basketball practitioners has conducted a lot of explorations and tryings,also the CBA has been experiencing a difficult development and transformation in the 21 st century.At present,China’s sports industry is experiencing a rapid development stage,the basketball population and market in China is growing steadily,CBA can reform and develop with a superior legal and social environment.Limited by the current conditions of management methods and competitive level,the operation and development of CBA has been difficult to achieve a real breakthrough.In this paper,the marketing strategy of CBA has been detailed and comprehensive discussed based on data analysis,literature survey and the SWOT method,the main conclusions are as follows:(1)Compared with the mature league in China and aboard,the marketing strategy and specific implementation is not sufficient in product,price,channel and promotion.The overall operating level and economic benefits of CBA is poor,result to a lack of influence and recognition from the market.(2)The main competitive advantage of CBA comes from the government’s strong support in sports industry developing,a extensive basketball population and a good league image.CBA should seize this opportunity,realizing a substantive leap by the local advantages and a good overall environment.(3)CBA should also be fully aware of their own deficiencies in competitive level,league culture construction,league management and many other aspects.Especially in the technical level,the overall backwardness of competitive level,stadium technology,business skills has been the biggest obstacle to the development of CBA.(4)Facing a intricate competitive environment,CBA should optimize its existing pro duct strategy,price strategy,channel strategy and promotion strategy to increase the overall competitiveness by measures such as league image construction,product development,marketing channel construction and innovation of promote methods.