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首都体育学院硕士学位论文中国男子篮球职业联赛品牌提升的策略研究姓名：葛栋栋申请学位级别：硕士专业：体育教育训练学指导教师：李颖川2011-06I(CBA)10A20052006ACBACBA6CBACBACBACBACBACBACBA:CBA:CBACBACBA:CBACBACBAIIAbstractTheChineseBasketballAssociation(ThefollowingswillbereferredtoCBA),whosePredecessoristheA.AChineseBasketballLeague,isregardedasthehighestlevelprofessionalbasketballleaguematchofChina.ItchangeditsnameasCBAofficiallyfrom2005-2006seasonandputouttheplannamedPOLARISdevelopingthevigorousCBAbrand,packagingandgivingpublicitytotheplateformally.After5yearsrunandpropagated,CBAhasgainedamazingachievements:Ithaspossessedasignificantmarketrallyingpoint.Thereremainmanyproblemsinhandlingpropertymanagement,brand-arrangementadvocationandbrand-characterconstructionofCBAleague,inthelightthatCBAprofessionalleague'sbrandestablishlastsonlyfewshortseasons,intheinitialstageofcertainbrandformationanddevelopment.SoinordertopromoteCBA'sbrandvalueandcompetition,researchingonthisbrandplaysasignificantlyimportantrole.AfterconductinginvestigationonthefactorsofCBApromotionandanalysingoftheresultsynthetically,thispassagereachesafinalconclusionqualityandmanagement,thatthecoreinfluencefactorsofCBAbrandascent.Themajorfactorsarethepackagingandpromotional,thequality,timeandquantity,thesponsorshipandcultureofCBA.Thegeneralonesareveryextensive,forinstance,theprofessionaloperationorganization,thehighlevelprofessionaltalents,theticketpricesformulatedandsold,thefansservice,thesteadyeconomicgrowthandsocialculturalprogress,thepublicityandguidanceofmedia,Inaccordancewiththesefactors,thetacticstopromotetheCBAbrandaresummarizedasfollows:enhancingthemanagements,improvingthequality,reinforcingthepackagingandpropaganda,betterfansservice,enlargingthesponsorshiprange,thesteadyeconomicgrowthandsocialculturalprogress,developingtheCBAculture,moreattendancepublicwelfareactivities,reasonablepriceformulatedandticketssoldthroughmanychannelsKeyword:ChineseBasketballAssociationBrandPromotionStrategyResearch1211.1.11.1.11995A20052006ACBA,CBA,CBA,CBANBANBACBACBACBANBACBACBACBACBANBACBACBA1.1.22CBACBANBACBACBA1.21.2.1:CBACBACBACBACBACBACBACBACVACVACVACUBA:CBANBACBACBAAACBA.CBA[J].[].20075.J...CBA[J]..20066..A[J].2003.53:CBANBA,CBA,CBACBA,NBANBA:AAA:;CVA()CVA:,,.[J]..20051..CBA[J..20076..NBAJ]..20046..A[J.[D].20083..CVA()[M].20064CBACBACBA2004ACBA1.2.2:[]1.31.3.1BrandBrandr.[J]..20058..[J1..20088..J]..20057..!].M].520901.3.222.12.22.2.1CBA2.2.2CBA.[J..2001.6..[J]..2004,7.62.2.32.32.3.120002010CBA2.3.22.3.2.1CBACBA2.3.2.2.2010320109CBA2-12-1201785%1785%CBA806075%5670%18014279%13575%302480%2480%20171785%80CBA80605675%70CBA1801428414472730242480802.3.2.3102-2641060%40%100%2-3073100721102.3.2.430200.850.802.3.3Excel2.3.433.1CBACBACBA83.2CBA3.2.1CBA1995NBACBA19958CBACBACBACBAChineseBasketballAssociationABCCBA97.3%CBA2004-2005A2004CBACBACBACBACBA2004-2005CBAACBAVICBA.[J].[].2009..[M].:2009.9ACBAACBAA1.CBACBACBACBACBACBA2.CBA--,3.CBAMyTeam,MyGame,MyCBACBACBA5325/310532CBACBACBACBACBACBACBACBACBACBA20052006CBACBACBACBA2006-2007CBA16CBACBABBSBlogWikiCBA112007-2008CBACBACBACBAMyCBACBOCBA2008-2009CBACBACBACBA2009-2010CBACBACBACBACBA3.2.2CBA2004CBA10CBA12CBA2009CBACBA3-111.7CBA52.929.45.9%CBACBA16.758.316.68.3%31.853.31.5CBA3-1CBA%%%%%211.7%952.9%529.4%15.9%0416.7%1458.3%416.6%28.3%04331.8%7253.3%1813.3%21.5%03.2.3CBA,,,CBACBA3-225%CBA66%9%CBACBACBACBA133-2CBA%%%%3425%8966%129%03.2.4CBACBACBA33CBACBACBACBACBA60%CBA3-3CBA%%%%635%953%212%CBA1730%2748%1221%6145%7052%43%938%1354%28%3.3CBA3.3.1CBACBA3213434CBA1824.822804.713774.53144744.355704.126704.127663.888643.769633.7110603.5311543.1812523.0613523.063-4CBA(4):CBA(3-4)3.3.2CBACBACBA3213-5:3-5CBACBA12714.8222664.7532694.8042644.7152524.5062494.4572464.3982494.4592324.14102143.82111963.50121853.32131733.09CBACBA(4):15,CBACBACBACBACBA(3-4):3.3.3CBACBA:543213-6:3-6CBA16514.8226354.7036184.5646894.3655704.2265494.0775303.9285213.8694903.63104793.55114623.42124253.15134173.093-6CBA(4):;CBA(3-4):163.3.4CBACBA:543213-73-7CBA11164.8321154.8031144.7541114.6351094.5461044.3371024.2581034.299964.0010953.9611853.5412773.2113743.083-7CBA(4):CBACBACBACBACBA(3-4):3.3.5CBACBACBA(3-8)173-8CBA14.8224.7434.7044.5954.4664.5274.2784.0493.71103.45113.41123.19133.08CBA(3-8):CBA(4.7):CBA;CBA(4-4.7):CBA(3-4):3.4CBA3.4.1CBA3.4.1.1CBACBACBACBA18CBACBACBA(l)3-1076%72%79%67%CBACBA3-9CBA%%%%1376%424%0CBA3867%1323%59%9872%3022%86%1979%921%CBANBANBA(2)CBA3-1158%38%CBA65%79%CBA3-10CBA%%%%1058%742%0CBA3867%1323%59%198965%3929%86%1979%921%CBA(3)CBACBACBANBA20CBACBACBACBACBACBACBACBA(4)CBA199482010.CBACBA[EB/OL](l)CBACBA22CBACBACBA20089CBACBA(2)CBACBA23CBA(3)NBANBA901998NBA290418.7%199822.3%212419931994199317.9%12.4%1000CBACBACBACBACBACBA3.4.2CBA3.4.2.1CBA20042005CBACBA20062007CBACBA200720082008-20092008-2009NBA25CBA(2)CBACBANBANBACBACBACBACBACBA(3)201131.28CBACBASina.comCBAQQCBA263.4.2.2CBANBANBANBACBACBA3CBACBACBACBACBACBACBACBACBA273.4.2.32008CBACBACBA3.4.2.4NBACBANBACBACBANBANBACBACBACBANBACBANBANBACBACBACBA28CBACBACBA3.4.2.4CBACBACBA,,,,,,,3.4.2