cba聯(lián)賽品牌傳播研究

1、 A thesis submitted to Zhengzhou University for the degree of Master An Analysis On Brand Communication Of The Chinese Basketball Assosciation League By JIANG XUE Supervisor: A.Prof. LI Jing-lei Master Journalism and Com

2、munication School of Journalism and Communication May 2015II Abstract As the market reforms in sports industry in China has been processing further, competition among different kinds of sports events are being fiercer. I

3、n the fierce competition of market, in order to get more living space, the sports event must build up its own brand and promote it effectively. Since the first CBA league was launched in 1995, it has been through 20 year

4、s, which the predecessor is the Chinese men's basketball division a league. Along with the development of the market economy, the CBA league has been experiencing increasing development and growth and now becomes the

5、 top basketball event in China. In the tenth anniversary of the CBA league, the Chinese basketball association put forward that using one focus (build and improve CBA brand) and three services (serve the fans,sponsors an

6、d media) to build the brand of the CBA league. It is clear to be seen that the Chinese basketball association has noticed the importance of building the brand of the CBA league by utilising three services to promote bran

7、d, apart from its own attractions, the development of the brand is closely bonded with effective brand communication. How to process brand communication to boost the development of the CBA league is not only the problem

8、that Chinese professional basketball faces, but also one of the main purposes which this research focuses on. This dissertation adopted Documentary Analysis, Case Analysis to explore and discuss the brand communication o

9、f the CBA league. By researching current conditions of the brand communication to conclude problems in this communication-- the weak rebroadcast technology affects viewing results, the dispersive channels of communicatio

10、n weaken the intensity of propaganda, the constant bad news damages the images of the league, the effects of public relations are not as expected. these problems in the brand communication, some solutions are suggested:

11、to different ways of communication, to improve internal training in organisations, to from public relations in NBA league, to improve the rebroadcast technology, to make good use of the media and prevent the spread of ba