中国男子篮球职业联赛品牌定位研究

品牌定位是品牌营销的首要任务之一,然而,在中国男子篮球职业联赛的品牌发展中,品牌定位尚显模糊,致使其在品牌建设中策略偏差,着力点不准,从而影响了中国男子篮球职业联赛(CBA)的品牌发展。依据国内、外品牌定位的一般流程并结合我国篮球联赛的自身特点,总结出中国男子篮球职业联赛的品牌定位:为喜爱篮球运动的、收入中低水平且接受过良好教育的中青年群体(21～41岁)提供长期稳定的现场赛事体验。针对这一定位,在中国男子篮球职业联赛的品牌营销中,建议可从如下两方面入手:1)加大对目标消费群体的吸引力度;2)完善CBA联赛现场体验的各环节。使CBA联赛的品牌定位不断强化,并在众多体育赛事品牌中脱颖而出,成为消费者观看现场比赛的首要选择。

Brand Positioning of Chinese Basketball League

It is generally believed that a clear brand position is one of the basis for a brand marketing,while in the development of Chinese Basketball League,the brand position seems to be ambiguous,which contributes to the false strategy and inaccurate marketing direction.Based on the typical process of brand identity positioning and with the characteristic of Chinese Basketball League being considered,it has been concluded that the brand position of CBA is:to offer the best match atmosphere and spirit enjoyment for those young people with the middle-class financial status.Therefore,to make the CBA an outstanding one,it is recommended that measures be taken from the following ways:the first is to reinforce CBA’s attraction to the consumers;the second is to improve the various experiencing elements of CBA,so as to reinforce the brand position of CBA,making it distinguished among various sport brand and the first choice to be done by the consumers.