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本文使用文献资料、逻辑分析等研究方法,对我国职业篮球市场绩效进行分析,主要得出以下结论:1、经济绩效方面,我国职业篮球市场消费主体已经达到了一定的规模并比较稳定;目前绝大多数职业篮球俱乐部都是在亏本经营;CBA联赛商业推广权的销售价格在10年时间里上升幅度大。2、社会绩效方面,CBA联赛的品牌建设取得了比较理想的效果,社会关注程度提高,参与的人数越来越多;CBA联赛整体比赛质量的提高,有利于参加比赛的国家队队员,竞技能力和实战水平的提高;同时,CBA联赛市场价值的提升,也对中国男篮市场价值的提升有着积极的促进作用。
This paper uses the literature, logical analysis and other research methods to analyze the performance of the professional basketball market in our country. The main conclusions are drawn as follows: 1. In terms of economic performance, the main body of the professional basketball market in China has reached a certain scale and is relatively stable. Most professional basketball clubs are operating at a loss; CBA League sales of commercial marketing rights prices rose in 10 years. 2. In terms of social performance, brand building of CBA league has achieved relatively satisfactory results. The social attention has been enhanced and the number of participants has been increasing. The overall quality of the CBA league matches has improved, which is conducive to the participation of national team members in competitive sports. And improve the actual combat level; the same time, CBA League market value, but also to enhance the value of the Chinese men’s basketball market has a positive role in promoting.