中国男子篮球职业联赛俱乐部盈利模式创新研究  

Research on Innovation of Profit Model of Chinese Men’s Basketball Professional League Club

作　　者：王兴宇[1] 何鹏[1] 蒲梓轩 涂强 WANG Xingyu;HE Peng;PU Zixuan;TU Qiang(Basketball and Volleyball Department of Chengdu Sport University,Chengdu,Sichuan Province,610041 China;The Middle School Attached To Sichuan University,Chengdu,Sichuan Province,610041 China)

机构地区：[1]成都体育学院篮排球系,四川成都610041 [2]川大附中体育组,四川成都610041

出　　处：《当代体育科技》2022年第30期114-119,共6页Contemporary Sports Technology

摘　　要：该文运用文献资料法、专家访谈法、对比分析法、实地考察法,对现阶段CBA联赛俱乐部的盈利模式现状以及存在的问题进行研究,得出以下结论:(1)俱乐部缺乏市场运作的战略目标和意识;(2)除了赞助与冠名外,俱乐部难以从其他渠道获得收入,出现收支不平衡的困境;(3)俱乐部盈利模式过于单一化,致使俱乐部的经营能力未能完全展示出来;(4)俱乐部没有长期合作的冠名企业,缺乏广大球迷的认同与支持。针对以上问题,提出了以下的建议:最大限度开发俱乐部价值,构建适合我国男子篮球职业俱乐部的盈利模式;寻找广大的盈利源;增加盈利点,完善盈利措施,修复盈利屏障;借鉴国内外其他联赛俱乐部的盈利模式,开发市场潜在价值,促使俱乐部利益最大化。This paper uses the method of literature, expert interview, comparative analysis and field investigation to study the current situation and existing problems of the current CBA League clubs’ profit model, drawn the following conclusions:(1) The clubs lack the strategic objectives and awareness of market operation;(2) In addition to sponsorship and naming, it is difficult for the club to obtain income from other channels, resulting in the dilemma of unbalanced income and expenditure;(3) The club’s profit model is too simplistic, resulting in the club’s business ability not fully demonstrated;(4) The club has no naming enterprise with long-term cooperation and lacks the recognition and support of the majority of fans. In view of the above problems, the following suggestions are put forward: to maximize the value of the club and build a profit model suitable for China’s men’s basketball professional clubs;Look for the vast source of profit;Increase profit points, improve profit measures and repair profit barriers;Learn from the profit models of other league clubs at home and abroad to develop the potential value of the market and maximize the interests of clubs.

关 键 词：CBA联赛 俱乐部 盈利模式 创新 

分 类 号：G841[文化科学—体育训练]