The Brand Communication Strategy Of CBA (China Basketball Association)

It is 2015 which become the first year of Chinese sports industry.The giant enterprises and the consortium capital began to pour into the sports industry,which made the sports industry become the focus of China.As the fundamental of the sports industry,the sports events become the hotspot.The giant company produce national sports evens,and buy the foreign sporst copyright with high price.However,as the important national sports events brand,CBA(Chinese Basketball association)encountered many problems,with the promotion of the foreign players and the sponsorship.The brand image of CBA had been damaged seriously because of the disadvantages of the event promotion,athlete's commercial value development,public relations and the media communication.With the development of the national league of soccer,table tennis and badminton,and the inburst of the foreign sports events brand,such as NBA,Premier League and Laliga.CBA face the big challenge.The limited Chinese sports consumer would be snatched by the national and foreign sports events.This project uses the interview method,questionnaire survey method and literature analysis method.With the perspective of the sports events brand,recall the history of the development of the CBA,clarifying the brand element of CBA events,analyzing the advantages of CBA brand,confirm the brand localization of CBA.Combined with the problems and positioning,proposing the "1123 project".Try to design a complete set of brand communication program for CBA.This project combines the up-to-date information,with the perspective of the sports events brand,analyzing the national sports even brand.According to the analysis of the survey results,the brand positioning of CBA should be:the cost-effective national sports events,provide the best viewing experience for the audience.By questionnaire,literature analysis and interview,putting forward the two routes that CBA should be sticking to:the localization route and the experience route.As well as,try to consummate the media communication and the culture construction.Furthermore,try to improve the the quality of the games,the level of the referee and the social participation players.