中国男子篮球职业联赛市场营销机制评价模型构建及实证研究  

Evaluation Model Construction and Empirical Study on Marketing Management Mechanism of Chinese Men's Basketball Professional League

作　　者：王新雷[1] 练碧贞[2] 张承毅[2] 李成梁[3] 张晓丽[1] 刘成[1] WANG Xinlei LIAN Bizhen ZHANG Chengyi LI Chengliang ZHANG Xiaoli LIU Cheng(Physical Education College of North University of China ,Taiyuan 030051, Shanxi ,China Education College of Beijing Sport University, Beijing 100084, China School of Physical Education, Shenyang Sport University, Shenyang 110102, Liaoning, China)

机构地区：[1]中北大学体育学院,山西太原030051 [2]北京体育大学教育学院,北京100084 [3]沈阳体育学院体育教育学院,辽宁沈阳110102

出　　处：《沈阳体育学院学报》2017年第3期98-103,共6页Journal of Shenyang Sport University

基　　金：山西省体育局科研课题(15TY116)

摘　　要：为了解当前中职篮市场营销机制存在的问题,促进中职篮市场化改革,运用文献资料法、德尔菲法、问卷调查法、数理统计法等,构建了中职篮市场营销机制指标体系评价模型,并进行实证研究。结果显示:目前该机制中主要存在"管办不分""俱乐部建设严重滞后""投资人对俱乐部过度干预""企业赞助意识不强"以及"联赛平台规模和球员培养机制均不能满足联赛市场发展需求"等问题。其根源在于联赛系统各个环节都存在管得过死、过度干预等现象,严重制约了联赛产品供给者的生存与发展。建议中职篮尽快实施管办分离,并授予俱乐部部分经营权,俱乐部也应尽快完成经营去行政化;扩大中职篮参赛球队数量以及各级青少年联赛规模,将国内外公共培养体系的后备人才资源纳入中职篮选秀制度。In order to understand the existing problems in the marketing mechanism of CBA, and to promote Market-orien- ted reform of CBA, using literature method ,Delphi method, in-depth observation method, questionnaire survey method and mathematical statistics,the e-ahiation model of the marketing management index system of CBA is constructed, and the empirical analysis is also carded out. The results show that at present, the marketing mechanism mainly has some problems including that the government regulation doesn＇ t separate from the management, the construction of clubs lags behind, the investors of clubs have excessive interventions, the corporatesponsorship is consciousness, and the league platform scale and player training mechanism can＇ t meet the needs of the league market development. Its root lies in all aspects of the league system which are rigid management, excessive intervention, restricting seriously the survival and development of the suppli- ers of products of the league. It is suggested that the separation of management of CBA should be carried out as soon as possible,giving the club the part of the franchise,the club should also complete the de-administration of the business and that expanding the number of CBA teams and the scale of youth league, and combining the domestic and foreign public training system of reserve talent resources into the draft system of CBA.

关 键 词：市场营销 评价模型 管办不分 联赛规模 经营权均衡 

分 类 号：G841[文化科学—体育训练]