Research On The Strategy Of Brand Value Promotion Of Chinese University Basketball Association(CUBA)

The Chinese College Basketball League(CUBA)is the largest and most influential College Basketball League in China at present.It not only promotes the development of sports of college in China,but also provides a new train of thought and platform for the training of high-level basketball players in China,and the birth of it also means a brand new sports event facing college students.It also means a new basketball brand which totally facing the College Students arrived.There is still has a certain gap between the NCAA and CUBA.Apart from the reasons for the sports environment in China and the United States,there is another important problem.At present,there are many problems in the marketing strategy of CUBA.In addition to the cause of the sports environment between the China and the United States,there are a lot of problems in the marketing strategy of CUBA.In this paper,author used the methods of literature,field investigation,questionnaire and logical analysis to the analyze the problems of the Cuba's marketing strategy and summaries reasons.The results show that the shortcomings of the current CUBA in marketing include: 1)the positioning of the target market is not accurate.2)the integration of the core product resources and the surrounding product resources is not enough.3)lack of publicity and the use of media platforms.4)the selection and use of sponsors is not appropriate.5)there is no effective integration of foreign excellent resources.According to the characteristics of the CUBA and the results of field investigation,Combined with the theory of integrated marketing and value engineering,put forward the following conclusions:1)The promotion space of the CUBA League brand value is huge.CUBA has now become the only campus super sports event that can be compared to the American University Sports League NCAA.With the more and more rich content of the CUBA League,the competitive level of college students is becoming higher and higher,but many of the resources of the league have not been developed,so there is a big gap between the current value of the league and the NCAA,and the present situation of the league is still very far from the ideal of the first and the responsibility of the league.Therefore,the CUBA league's brand value is greatly improved,and the road to development is heavy.2)The CUBA League brand faces many problems which needs to be solved and optimized as soon as possible.Because these not only affects the promotion of the League brand,but also affects the brand value of the League.Therefore,according to the characteristics and actual situation of the league,we should integrate all the resources in the league to improve the shortage of the League marketing strategy and put forward the integrated marketing strategy,in order to promote the publicity of the CUBA League brand and improve the value and influence of the league.3)The factors that affect the brand value of the CUBA League include the quality,marketing and market positioning of the League brand.First of all,the main carrier of brand value is product,and for the league,the main product is competition.The quality of products,the technological content and the ability of innovation directly affect the value of the brand.Secondly,finding the right marketing methods and means is the key to solve the problem.Finally,the stage of choosing value is to identify the location and identify the stage of the customer group.The most critical CUBA brand value promotion strategy is to recognize the existing and potential customers of the league,and to analyze the needs of existing and potential customers for the league,to create or excavate the value of the League and to effectively disseminated to the target customers.