中国男子篮球职业联赛产业价值链解构与优化

doi:10.15942/j.jcsu.2022.01.016

Abstract

Abstract: The CBA League is the pioneer and demonstrator of the Chinese professional sports league. Through expert interviews and field investigations, based on the value chain theory, clarify the composition of the CBA league value chain and propose optimization strategies to provide theoretical support for the value management of the CBA league and other professional leagues in China. Main conclusions: (1) The CBA league value chain can be divided into internal and external value chains. The CBA internal value chain consists of 9 value activities, which are the main venues for holding competitions and providing services. The external value chain of CBA is composed of supply value chain, channel value chain and buyer value chain, which is an indispensable support for the development and growth of CBA. (2) CBA implements a brand upgrade plan to promote the training of "three members" in the value chain, game viewing, marketing, commercial sponsorship, ticket operation and other value activities to improve the quality and efficiency. There are still shortcomings in value links such as product development. It is recommended to implement the "CBA Star Making Plan", improve service quality, and strengthen the development of derivatives. (3) Under the situation of "empty games", strengthen the CBA value chain management, innovate Internet watching scenes and consumption models, control operating costs, and achieve a steady increase in the value of the CBA industry.

Key words: value chain, CBA, professional basketball industry, value management, Basketball Association

CLC Number:

G841

FENG Lei, LIAN Bizhen, SANG Peihu, ZHANG Chengyi, LIU Ruidong. Deconstruction and Optimization of CBA League Industry Value Chain[J]. Journal of Chengdu Sport University, 2022, 48(1): 98-103.

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Deconstruction and Optimization of CBA League Industry Value Chain

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