我国职业篮球市场结构研究——以产业组织理论为视角  

A study on the Chinese Professional Basketball Market Structure——On the Perspective of Industrial Origanization Theory

作　　者：惠建华[1] 

机构地区：[1]西安体育学院篮球教研室,陕西西安710068

出　　处：《北京体育大学学报》2011年第9期32-37,共6页Journal of Beijing Sport University

基　　金：陕西省体育局2010年重点立项课题;"职业篮球产业组织研究"(课题号SXTYIM20100501)

摘　　要：以运用文献资料、逻辑分析等研究方法,从产业组织理论中的市场结构视角对我国职业篮球进行了分析。主要结论如下:我国职业篮球产业的市场结构是寡占Ⅳ型,考虑到职业篮球产业的特性,该寡占Ⅳ型是偏向寡头垄断的。另外通过分析产品主体差异化、价格差异化和广告促销差异化,得出我国职业篮球产业的产品差异化较低。在对市场进退出壁垒进行分析时,我国职业篮球市场的进入壁垒相对较高,而退出壁垒相对较低。提出职业篮球市场结构的优化对策有:采取有效举措使各俱乐部收入更加均衡,引导各俱乐部重视培养本队明星和广告促销,以令行禁止的要求去实践联赛准入和退出规定。Making an analysis of Chinese professional basketball＇s market structure by using literature consultation,logistic analysis and other research methods,the research draw the following conclusions.The market structure of China＇s professional basketball industry is the type of Ⅳ monopolizing pattern,and is inclined to oligopoly considering the feature of professional basketball.The differentiation of products is based on the analysis of the differentiation of products＇ substance,price and advertisings.The entrance barrier is higher and the exit barrier is lower.The solutions for optimizing the Chinese professional basketball＇s market structure are taking effective measures to balance the revenues of different clubs,leading clubs to value the development of club stars and the advertisement and carrying out the policy of CBA entry and withdrawal according to strict enforcement of orders and bans.

关 键 词：职业篮球 市场结构 产业组织 

分 类 号：G841[文化科学—体育训练]