Research On Brand Building Of CBA Events In China

In the context of globalization, sports brands have become one of the measures of national strength. The NBA tournament is undoubtedly one of the most successful examples of success in comparison with the construction of a large number of sports brands at home and abroad. In comparison, there is a lot of shortage in the construction of the CBA brand in China, and there is still a way to go. Aiming at this phenomenon, based on the perspective of cultural soft power, with China's CBA tournament brand building as the research object, on the basis of the analysis of the cultural and against successful tournament brand NBA, adopt literature study method,comparative method, inductive deductive method and case analysis method and other research methods, using the brand knowledge, communication, sports, cultural soft power and so on related theory of CBA tournament brand building in our country the research object of multi-level and multi-angle analysis and interpretation.The full text is divided into six parts: the first part of this paper expounds the research background of this topic and the research significance, the domestic and foreign research present situation and the trend, the research ideas, research methods,innovation and deficiency. The second part of culture, soft power and hard power,cultural soft power, brand, sports brand such as expounded the concept and definition,and explains the cultural soft power and the intrinsic relationships between events brand. The third part mainly analyzes the CBA tournament in the course of building the brand, mainly including the CBA tournament brand connotation and features,events, and describes the history and current situation of the development of the brand.In the fourth part, we summarize the lack of industrial culture in the construction of China's CBA games under the view of the soft power of culture and the lack of brand personality; The brand is vague and the market is weak. Poor image; The packaging is shoddy; Poor brand communication and poor strategy development; It reveals the reason why the problem exists. The fifth part of the route takes the pulse: the Suggestions and countermeasures are given for the construction of the Chinese CBA sports brands under the cultural soft power view. Including building a good image and optimizing brand recognition; Carry forward the traditional culture and let the brand go out; Tapping core resources to build core competition; To spread the sport across the board and carry forward the brand culture; Refactor cultural symbols and improve the path of brand recognition. Part 6: the development of the value of China's CBA games under the soft power of culture. In the seventh part,the thesis mainly summarizes and reflects the thesis's thesis.The conclusion of this paper can be summarized as follows: one, in the theory of cultural soft power, the Chinese CBA and the United States of the national basketball association of the NBA are not to be underestimated. The CBA games in China are still deficient in many aspects. In order to form the competition that reflects our country's unique culture, the construction of CBA events should be optimized from different levels. The development of brand cultural value, economic value and social value is an important part of the brand's continuance, so it should be paid attention to.