Research On The Current Situation And Countermeasures Of Cultural Development Of Chinese Basketball Association

In order to explore the positive role of professional sports events in various aspects of social sports,competitive sports,and school sports,China has introduced multiple policies to promote the construction of key cultural projects for sports events.In 2015,the General Administration of Sport of the People’s Republic of China issued a notice on further improving the cultural construction of sports events,emphasizing that "sports events should be used as a platform to promote and promote sports culture".The2018 "Guiding Opinions on Accelerating the Development of the Sports Competition Performance Industry" pointed out that "taking highly ornamental sports events as a breakthrough point,we will create and develop sports competition performance boutiques that reflect Chinese excellent culture and have Chinese characteristics.The 2019 Outline of Building a Strong Sports Country emphasizes the implementation of a high-quality project for sports cultural creation,creating sports cultural products with the characteristics of the times,sports connotations,and Chinese characteristics.In the 2021 "14th Five Year Plan for Sports Development",it is pointed out that "we will implement the ’Sports Culture Creation Excellence Project’,continue to promote the in-depth construction of sports project culture,and create a demonstration project for the cultural construction of key sports projects".Chinese Basketball Association,as the highest level and widely watched professional basketball tournament in China,has fully played the leading role of basketball among the three major balls and has become a window event for China to showcase its basketball culture to the world.The league is suitable for the development and construction of sports event culture as a high-quality project,focusing on enhancing the cultural appeal of professional sports events,and assisting in the promotion of sports culture construction projects during the 14 th Five Year Plan period.This study takes the construction of a cultural boutique project for domestic basketball professional matches as the research direction,selects the current situation of cultural development in Chinese Basketball Association as the research case,selects the league’s "Official Handbook" as the research object selection basis,and uses local basketball associations as the research platform.A total of 13 league leadership stakeholders were contacted for a 50 to 60 minute semi-structured interview.After obtaining consent,the entire interview will be recorded and transcribed into text materials.NVivo12.0 qualitative research and analysis software will be used for three-level coding processing,focusing on analyzing the current development status and problems of event culture that have received attention during the interview,and proposing optimization strategies and suggestions based on existing problems.The research conclusion is as follows:1.The main content of the material level cultural development of the Chinese Basketball Association is:(1)The competition venue culture and league culture hall culture included in the venue architectural culture;(2)The reward culture,competition equipment culture,sports commodity culture,and handicraft culture included in derivative culture;(3)The virtual commodity culture includes online game culture,digital collection culture,and film and television work culture.Existing problems:(1)The quality of cultural development at the material level of the competition has been improved,and the promotion channels are single;(2)Focusing on the development of physical items,the development of virtual cultural and creative products still needs to be developed;(3)Insufficient cultural drive leads to poor business promotion effectiveness.Countermeasures:(1)Rely on material level event culture development and assist in business promotion;(2)Develop and enrich the cultural connotations of material level events through the use of spiritual level event culture.2.The cultural development content of the spiritual level of the Chinese Basketball Association includes:(1)The symbolic culture and public welfare spirit contained in the league spiritual culture;(2)The regional culture,club culture,and competitive sports spiritual culture contained in the club spiritual culture;(3)The fan home culture contained in the fan spiritual culture.Existing problems:(1)There is widespread concern about the formation of regional culture,and the expansion of its connotation needs to be improved;(2)The cultural development level of spiritual level competitions among different clubs is uneven,and the promotion effect is uneven.(3)Insufficient internalization of competition culture at the spiritual level,and lack of internal identification within the league.Countermeasures:(1)Integrate regional culture and promote the cultural roots of the event at the spiritual level;(2)Strengthen cultural confidence and attach importance to the construction of spiritual civilization in competitions.3.The cultural development content at the level of the competition system of the Chinese Men’ s Basketball Professional League includes:(1)The organizational structure and management system contained in the league management system;(2)The competition system,competition rules,foreign aid system,and venue standards included in the competition rules.Existing problems:(1)Confusion between "business development" and "cultural development" in institutional construction;(2)The institutional contradiction between the marketization,commercialization,entertainment of the league and the construction of the national team;(3)The promotion effect of the cultural content of the institutional level competition is not good,and the degree of internalization needs to be improved.Countermeasures:(1)Subdivide the organizational structure and clarify the rights and responsibilities for the development of league culture;(2)Strengthen publicity and learning,and enhance the internalization of event culture at the institutional level.4.The content of cultural development at the behavioral level of the Chinese Basketball Association includes:(1)The etiquette,gesture cultur;(2)The celebration and special ceremonies included in the league ceremony;(3)The league’s derivative activities include charitable activities,derivative activities,derivative events.Existing problems:(1)The professionalization of the league is disconnected from the cultural guidance of the league at the behavioral level;(2)At the behavioral level,the focus of event culture development has shifted and the depth of intention is insufficient.Countermeasures:(1)Strengthen internal identification and focus on the functional development of league derivative activities;(2)Strengthen the guidance of professional norms in the league on the cultural aspects of league behavior.