Research On The Policy Impact Of Yao Ming's New Policy On CBA League

As one of the two major professional sports leagues in China,CBA league is an important yardstick to measure the achievements of China's sports professionalism reform.The Chinese basketball management team,represented by Yao Ming,implemented a series of policy reforms to CBA league,including rule change,match system adjustment and incentive system,etc.CBA league's viewing value and commercial value have changed obviously.In order to comprehensively and objectively evaluate the impact of Yao Ming's new policy,summarize the implementation experience of Yao Ming's new policy,and improve the maturity of China's professional sports league,this paper explores the impact of Yao Ming's new policy on CBA league based on the theory of competitive balance.Based on the competitive balance theory,this paper discusses the influence of Yao Ming's new policy on CBA league through the methods of literature review,inductive deduction,mathematical statistics and comparative analysis,and draws two conclusions.The first conclusion is based on the direct measurement of competitive balance.The standard deviation of winning percentage and the HHI index are selected to measure the level of competitive balance before and after Yao Ming's new policy.The result shows that Yao Ming's new policy has improved the level of competitive balance in CBA league.The second conclusion is based on the indirect measurement of competitive balance.Through comparing the changes of audience attendance,media rating,brand value,corporate sponsorship,club income and draft turnover before and after Yao Ming's new policy.The results show that after Yao Ming's new policy,the CBA league's brand value,club income and draft turnover have increased,the attendance of the audience has not increased significantly,the media rating and the number of corporate sponsorship have decreased,the policy impact of Yao Ming's new policy remains to be observed and long-term data analysis.In order to better improve the policy impact of Yao Ming's new policy,this paper puts forward relevant suggestions on Yao Ming's new policy,mainly in two aspects.The first aspect is to improve the external institutional environment.The specific measures include establishing and improving the legal system of professional league,forming the guarantee and restraint mechanism,clarifying the rights and responsibilities of the interest subjects,improving the decision-making efficiency and quality,increasing the institutional support of professional clubs and promoting the development of professional clubs.The second aspect is to optimize internal specific policies.The specific measures include innovating competition rules,optimizing competition experience,improving league competition system,improving league quality,accelerating the construction of incentive system,and promoting the rational flow of players.