Cba Brand Building And Communication Strategy Research

Sports industry has become a hot topic to which the whole society pay much attention to because of the rapid growth of economy recent years, the strengthening of the general power of the nation and the improvement of people's lives. Government, economists, the media and the public are all focusing their attention on it from different angles. The fast development of basketball industry is becoming possible. In terms of the influence of basketball itself ,the comprehensive strength of basketball sport of China is strengthened continuously, the influence expands obviously and the international position is improved steadily. Especially the revolution of CBA, each step widely catches people' attention .The sound image of basketball is praised. Basketball sport is becoming one of the biggest sports which the Chinese participate most and has the strongest influence.The development of basketball industry of China has close connection with the support and improvement of concerned basketball races. The development of basketball of China is led by CBA, so the brand construction of CBA is very important and impressing. CBA is not just a name of basketball races or a commercial noun, it has become a fresh conceptual brand that combines the society ,economy and national feeling.On the other hand ,our basketball industry is also facing many challenges both from external and internal aspects. The external challenges is the strategic invasion of the famous international sports races such as NBA,NFL, professional baseball, European professional football to the sports market of China and the strong competition between races such as China football association and China pingpong association. The competition is showed in the contest both for the sports consumers and for the sponsor resources. The internal challenges is that CBA is still in junior period and it has not well prepared from the aspects such as concept, organization and the ability to adapt to market for the above challenges.Through the analysis of the origin of basketball development, the present situation of NBA and China basketball and analysis of CBA brand, this article discusses the successful marketing style of CBA brand and finds some problems of the marketing of sports races and the other concerned sports industries. In order to develop comprehensively and healthily, it is essential for CBA to have brand awareness and the senses of marketing, legalisation, and specialization. It is believed that CBA will have a bright future under the leadership of historical opportunity, the promotion of the whole economic environment and the effort of basketball concerned people.