Strategies to Promote the Chinese Basketball Association

Xinru Chen

doi:10.54097/ehss.v5i.2972

Authors

Xinru Chen

DOI:

https://doi.org/10.54097/ehss.v5i.2972

Keywords:

CBA League, SWOT analysis, Marketing Mix theory, Sports Management

Abstract

CBA league is the highest-level basketball league in China. In recent years, the CBA league has faced many difficulties, such as how to ensure its exposure and popularity in the post-epidemic era. Especially after the emergence of COVID-19, the ticket revenue of the CBA league has been greatly reduced; After the emergence of the National Basketball Association and even the National Basketball league, the influence of the CBA league declined. This research aimed to discuss how to enhance the influence and popularity of the CBA league in the Chinese market. This article went through the analysis of Marketing Mix theory, according to the actual situation of the CBA league, from the four elements of the Marketing Mix theory in the analysis of the CBA league on these elements of consumer impact degree. At the same time, this article applied the SWOT analysis method, respectively from the internal and external advantages and disadvantages of CBA league analysis. The conclusion of this exploration was that the CBA league has great advantages in the two aspects of place and product, but under the influence of reality, there were different negative effects on promotion, place, and product. Therefore, the CBA league needs to be changed from inside to outside under the current background.

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