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论文编号：	12239
作者编号：	2320170367
上传时间：	2020/12/16 22:18:54
中文题目：	CBA联赛职业化背景下P俱乐部运营策
英文题目：	Analysis of Secondary Vocational
指导老师：	吴德胜
中文关键字：	运营策略;CBA 联赛;职业篮球俱乐部;P 俱乐部;战略资源
英文关键字：	Operation strategy; CBA League; professional basketball club; P
中文摘要：	CBA 赛事作为我国规模最大、水平最高的篮球赛事，随着我国市场经济的不 断发展也走向了市场化、商业化，并且处在不断深入发展和完善中。职业篮球俱 乐部作为 CBA 联赛和职业体育的重要载体是 CBA 市场化的产物，主要目的之一 是为了盈利和实现职业篮球俱乐部的长远发展目标。但在快速走向市场化、商业 化的过程中，俱乐部运营出现了很多问题，长期以来的盈利不足，组织入不敷出 为最大的问题。本文将以 P 俱乐部作为案例，研究俱乐部的运营策略，并参考借 鉴目前世界上篮球水平最高的联赛即美国男子篮球职业联赛（NBA）和其经典优 秀的俱乐部管理运营策略，对 P 俱乐部的运营提出改善建议，以改善目前入不敷 出的现状。 本文以主要运用了文献资料法、数理统计法、逻辑分析法和比较法等研究方 法，研究目前 P 俱乐部经营模式中存在的问题，并探索适合中国职业篮球俱乐部 发展的经营模式，提出相关的意见和建议。 在研究体育赛事以及 NBA 和 CBA 的运营策略的理论基础上，整理了两大联 赛商业收入来源，组织结构以及产品开发和球员的薪资构成。在此基础上全面研 究了 P 俱乐部当前的运营现状，深入挖掘了俱乐部长期亏损的原因，总结了俱乐 部商业运营中存在的不足和商业支出中存在问题，主要包括：P 俱乐部运营严重 依赖 CBA 联赛，CBA 联赛年度拨款为俱乐部最大收入来源；运营收入方面，收入 来源，各项收入较低，几乎全部亏损；商业支出方面，外援薪资占据 70%以上， 缺少运营支出、商业开发、战略资源缺乏合理配置等。 在发现问题的基础上，对俱乐部的运营管理提出了改善意见，改善长期以来 依赖 CBA 联赛拨款，缺乏自身经营的弱势。改善的措施包括：强化俱乐部自己经 营、自负盈亏的理念，因地制宜明确界定自身的核心战略资源并合理配置，提升 竞争优势，加强球队长期战略管理；完善商业开发，全面增加俱乐部收入，利用 互联网信息技术重视球迷和观众的需求，服务粉丝和球迷，发展球迷经济 。 本文的研究希望可以为 P 俱乐部的运营管理提供借鉴意义，提高俱乐部收 入，改善长期入不敷出的现象。并希望可以为 CBA 联赛内各地方俱乐部甚至国内 摘要 II 各类职业体育联赛或者有相似竞争条件的竞技组织提供参考，助推我国体育赛 事走向更高水平的联赛。
英文摘要：	As China's largest and highest level of basketball games, CBA has also moved towards marketization and commercialization with the continuous development of China's market economy. As an important carrier of CBA League and professional sports, professional basketball club is the product of CBA marketization. One of the main purposes is to make profits and realize the long-term development goals of professional basketball clubs. However, in the process of rapid marketization and commercialization, there are many problems in club operation. For a long time, the biggest problem is that the organization can't make ends meet because of the lack of profit. This paper will take P club as a case, study the club's operation strategy, and refer to the world's highest level of Basketball League (NBA) and its classic excellent club management and operation strategy, put forward suggestions to improve the operation of P club, in order to improve the current situation of making ends meet. This paper mainly uses the methods of literature review, mathematical statistics, logical analysis and comparison to study the problems existing in the current business model of P club, and explores the business model suitable for the development of China's professional basketball club, and puts forward relevant opinions and suggestions. Based on the theory of sports events and the operation strategy of NBA and CBA, this paper sorts out the business income sources, organizational structure, product development and player salary composition of the two major leagues. On this basis, this paper comprehensively studies the current operation status of P club, deeply explores the reasons for the club's long-term loss, and summarizes the shortcomings in the club's commercial operation and problems in the commercial expenditure, mainly including: the operation of club P relies heavily on CBA League, the annual appropriation of CBA League is the largest source of income for the club; in terms of operation income, the source of income, and various income In terms of business expenditure, foreign aid salary accounts for more than 70% and lacks of operating Abstract IV expenses, commercial development and reasonable allocation of strategic resources. On the basis of finding out the problems, the paper puts forward some suggestions for improving the operation and management of the club, which has been relying on CBA League funds for a long time and lacks its own operation weakness. The improvement measures include: strengthening the club's concept of self-management and self financing of profits and losses, clearly defining its own core strategic resources and reasonable allocation according to local conditions, enhancing competitive advantages and strengthening the long-term strategic management of the team; improving commercial development, comprehensively increasing the club's income, making use of Internet information technology, paying attention to the needs of fans and spectators, serving fans and fans, and developing fans Economics. This paper hopes to provide reference for the operation and management of P club, improve the club income, and improve the phenomenon of long-term overspending. And hope to provide reference for the local clubs in CBA League, even all kinds of professional sports leagues or competitive organizations with similar competition conditions, and promote the sports events of our country to a higher level.
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