| CBA市场赞助现状与对策研究 |
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| 引用本文： | 魏磊,徐建华.CBA市场赞助现状与对策研究[J].哈尔滨体育学院学报,2010,28(1):1-4. |
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| 作者姓名： | 魏磊 徐建华 |
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| 作者单位： | 1. 上海大学体育学院,上海,200444
2. 浙江工业大学,浙江杭州,310000 |
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| 基金项目： | 2008年上海市教委优秀青年教师科研项目 |
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| 摘 要： | 赞助是职业篮球联赛的重要市场行为,直接影响着职业篮球联赛的市场收益。运用文献资料法、专家访谈法以及数理统计法等研究方法,对CBA的赞助现状进行了分析,并与NBA市场赞助行为进行了比较研究。研究结果显示：CBA的赞助企业的数量较少,整体规模较小,赞助金额较少;CBA赞助形式缺乏规范性,还有待于进一步改善。CBA与NBA赞助行为的首要差异性在于联赛及俱乐部的冠名权的出售。文章在此研究基础上提出了相应的建议,为完善CBA联赛的市场赞助行为提供参考。
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| 关 键 词： | CBA NBA 市场赞助 比较研究 |
Current Situation and Countermeasure Analysis of CBA Market Sponsorship |
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| Authors: | WEI Lei XU Jian-hua |
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| Institution: | 1.P.E.College of Shanghai University,Shanghai 200444,China;2.Zhejiang Institute of Technology,Hangzhou 310000,Zhejiang China) |
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| Abstract: | Sponsoring is an important market behavior of the professional basketball league.It will be a direct impact on market gains.By the use of literature,interviews with experts and so on,the CBA and the NBA-sponsored market conduct a comparative analysis.The results showed that：CBA and the NBA-sponsored acts of the most important difference lies in the league and clubs to sell the naming rights;CBA sponsorship enterprises is lack,the overall size is smaller,the amount is few;CBA sponsorship in the form of a lack of standardization,have yet to be to further improve.Then put forward some proposals for improving the CBA League sponsorship market,and provide a basis for reference. |
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| Keywords: | CBA NBA |
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