| NBA is a sixty-year-old professional league,at the global level can be called the most successful professional basketball tournament,has also become a professional basketball league in other countries to emulate and catch up with the object,NBA in the PE market development has made enormous successful,their biggest weapon is the TV, NBA commissioner David Stern said:"If there is no television,there would be no NBA today."In China,the television right of the transfer is a new,still in the exploratory phase constant.CBA as a domestic level of the highest basketball league,from its inception in 1995 on the firm go professional route,after ten years of trials and hardships,progress has come a long way,but because of the domestic market,the special form of basketball, and China's TV market is not competitive in an orderly manner to form a good situation, led to this top-level basketball tournament in the difficult aspects of television rights, severely hampered the development of the CBA and the market to open up space.This paper attempts by copyright NBA sports television history and development of description and analysis of the status quo,through the NBA,CBA's management structure,game system,brand promotion,marketing of broadcast rights for the development of the impact of television and other aspects of the various factors for comparison,with a focus explore the CBA League and the NBA league in the TV all the surface differences and shortcomings,in order to further promote the CBA tournament broadcast rights for the development of constructive recommendations,and hope to be able to play a practice of some reference value.The study found,NBA television rights in access to enormous success,largely dependent on a reasonable and positive in its branding strategy,NBA League expanding its domestic and international visibility,and establish the image and even the fashionable world,and the relevant policies of the United States and the protection of the law,but also makes the major American sports league to grow.Throughout NBA television rights to develop the strategy,mainly because of its unique mechanism of checks and balances,the sale of television rights the overall strategy,the right to broadcast the joint purchase mechanism and mode of diversification of broadcast. Through the CBA League and NBA all aspects of comparison,the league draw CBA TV facing several major issues:one,our basketball club fuzzy property rights;2,basketball league game system not reasonable,and competitive level is not high,ornamental not strong;3,CBA television rights lack of legal protection;4,China Radio and Television Group,the market less competitive;5,TV system and PE system in the market positioning of the conflict there.Recommended the enactment of relevant laws as soon as possible so that the sale of television rights CBA law,and promote changes in thinking,to speed up the CBA brand building and accelerating the development of intermediary institutions PE,and improve the marketing of television rights CBA mechanism,in order to attract more TV viewers,enhance the quality of competition. |
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