Study On Brand Management Of Beijing Shougang Basketball Club

The Chinese Basketball Association(CBA)has introduced a number of reform measures since the beginning of the 2017-2018 season.The league has greatly improved its competitive level and the spectator value of the matches,significantly improved the marketization and professionalism of various clubs,and its influence and commercial value have also increased day by day.As one of the most representative of the professional basketball clubs in China,Beijing Shougang basketball team has a long history,outstanding record and broad market,after from management to the roster of radical reform,the club officially entered the reconstruction period,critical period of development in this club,the club also pay more attention to brand management and brand value of ascension.This study aims to find out the reasons that hinder the improvement of the brand value of Beijing Shougang basketball club by sorting out the current brand situation of Beijing Shougang basketball club,and seek for the countermeasures to improve the brand value,so as to provide help for the development of Beijing Shougang basketball club and other professional sports clubs in China.This paper takes Beijing Shougang basketball club brand as the research object,through the literature material method,field survey method,comparative analysis and expert interviews and other research methods,from the perspective of brand management and value engineering,combing the club brand present situation,analyzing the club's main brand attributes,and through to the club's current brand communication and promotion measures were analyzed,and look at problems in the development process of the club brand.In the context of the rapid development of China's sports industry and CBA league reform,SWOT analysis is carried out on Beijing Shougang basketball club brand to clarify its advantages and disadvantages,opportunities and threats of brand development.Finally,the following conclusions are drawn:The hindrance of the club management system,the weakness of the club brand elements,the unclear of the club brand positioning,and the low efficiency of the club brand communication and promotion activities are the main factors hindering the improvement of the club brand value.Should promote the professionalization process,strengthening the club brand attributes,clear brand positioning,brand spread to the club and the club promotion value innovation and so on four aspects,can make the club better positive interaction with fans,sponsors and the media,promote the brand awareness,brand loyalty and brand reputation of the club,to achieve the purpose of promoting Beijing Shougang basketball club brand value,accelerate the development of health club.