Research On The Development Path Of CUBA Based On Value Chain Analysis

In 2014,China issued Document 46,which proposed to vigorously develop the sports industry.By 2025,the total scale will exceed 5 trillion yuan.The document proposes to use the three major sports,volleyball,basketball and football,which have a high degree of attention and wide popularity.The entry point is to promote the sustainable development of the sports industry.Among them,CUBA is the first college student league in the history of Chinese sports to adopt a socialized and industrialized operation mode.Through competitions to precipitate the sports cultural atmosphere of Chinese college students,it needs to play a leading role in developing the sports industry and deepening the integration of sports and education.Under the guidance of excellent foreign experience and mature system,the CBA began to implement the college student player draft system from 2015.CUBA responded to the call of national policy and Basketball Association,and actively explored suitable development paths in all aspects.The analysis of the value chain of CUBA is not only beneficial to the development of the CUBA industry,but also provides reference value for other college student leagues and even professional leagues,which has important practical significance.This article adopts field investigation method,literature survey method,questionnaire survey method,data analysis method,and interview investigation method taking CUBA as the research object,based on the theory of value chain analysis,to study the development of CUBA from two aspects: CUBA’s basic activities and auxiliary activities Path,through qualitative and quantitative research and analysis,the results are as follows:(1)In the basic activities of the CUBA value chain,in terms of event planning,the event model has been continuously improved during the development of CUBA,forming a more reasonable and highly recognized format,which still needs to be refined;In terms of market development,CUBA ’ s ticket development and derivative product development are still in the initial stage of trial,and the level and level of sponsors ’investment promotion is still relatively insufficient,but certain achievements have been made in the organization of related events and the broadcast of events;in terms of competition preparations,CUBA’s athletes,coaches and referees can meet the requirements of the league operation,and can maintain and improve to strengthen the overall competitiveness of the league;in terms of public relations and publicity,CUBA has formed its own visual output system,which is a self-operated new media platform Shanghai continues to promote the event,and through cooperative promotion,the event is also guaranteed to be seen by more potential consumers.(2)In the auxiliary activities of the CUBA value chain,CUBA has a good policy environment and support environment,and various universities also actively cooperate,which is of great benefit to the continuous development of CUBA.This article puts forward 15 suggestions in 5 aspects of event planning in view of the current development characteristics of CUBA including market development,event preparation,public relations and auxiliary conditions,hoping to be an optimization option for the future development of CUBA.