中国男子篮球职业联赛产业价值链解构与优化  

Deconstruction and Optimization of CBA League Industry Value Chain

作　　者：冯蕾 练碧贞 桑培虎 张承毅 刘瑞东 FENG Lei;LIAN Bizhen;SANG Peihu;ZHANG Chengyi;LIU Ruidong(China basketball College,Beijing Sport University,Beijing 100084;Department of Physical Education,Tongji University,Shanghai 200092;Division of Sport Science and Physical Education,Tsinghua University,Beijing 100084)

机构地区：[1]北京体育大学中国篮球运动学院,北京100084 [2]同济大学体育教学部,上海200092 [3]清华大学体育部,北京100084

出　　处：《成都体育学院学报》2022年第1期98-103,共6页Journal of Chengdu Sport University

基　　金：国家社会科学基金项目“社会转型时期体育参与对社会心理的影响研究”(17BTY037)。

摘　　要：中国男子篮球职业联赛(Chinese Basketball Association, CBA)是我国职业体育联赛的先行者与示范者。文章通过专家访谈和实地考察,基于价值链理论,厘清CBA价值链构成并提出优化策略,为CBA和我国其他职业联赛价值管理提供理论支持。主要结论:(1)CBA价值链可分为内、外部价值链。CBA内部价值链由9种价值活动组成,是举办比赛和提供服务的主要场域。CBA外部价值链由供应价值链、渠道价值链和买家价值链组成,是CBA发展壮大不可或缺的支撑。(2)CBA推行品牌升级计划,促进价值链中"三员"培养、比赛观赏性、市场营销、商业赞助、票务运营等多项价值活动提质增效,但是在球星打造、球迷服务和衍生品开发等价值环节仍存在短板,建议实施"CBA造星计划"、提高服务质量、加强衍生品开发等优化措施。(3)"空场比赛"形势下,加强CBA价值链管理,创新互联网观赛场景和消费模式,控制运营成本,实现CBA产业价值稳中有升。The CBA League is the pioneer and demonstrator of the Chinese professional sports league. Through expert interviews and field investigations, based on the value chain theory, clarify the composition of the CBA league value chain and propose optimization strategies to provide theoretical support for the value management of the CBA league and other professional leagues in China. Main conclusions:(1) The CBA league value chain can be divided into internal and external value chains. The CBA internal value chain consists of 9 value activities, which are the main venues for holding competitions and providing services. The external value chain of CBA is composed of supply value chain, channel value chain and buyer value chain, which is an indispensable support for the development and growth of CBA.(2) CBA implements a brand upgrade plan to promote the training of "three members" in the value chain, game viewing, marketing, commercial sponsorship, ticket operation and other value activities to improve the quality and efficiency. There are still shortcomings in value links such as product development. It is recommended to implement the "CBA Star Making Plan", improve service quality, and strengthen the development of derivatives.(3) Under the situation of "empty games", strengthen the CBA value chain management, innovate Internet watching scenes and consumption models, control operating costs, and achieve a steady increase in the value of the CBA industry.

关 键 词：价值链 CBA 职业篮球产业 价值管理 篮球职业联赛 

分 类 号：G841[文化科学—体育训练]