摘要
本文通过文献资料法,实地考察法和访谈法对中国大学生篮球联赛(CUBA)的基本情况、研究现状和营销现状进行了了解,研究发现CUBA的营销问题主要有三个:CUBA联赛组织结构不平衡,营销理念需优化;忽视观赛主体大学生特性,顾客关注获取效果不佳;志愿者管理意识缺失,联赛形象建立受限,推广效果差。在此基础上结合关系营销理论,建立CUBA关系营销模型,并为解决实际营销问题提出建议,指出CUBA市场营销可以以关系营销理论为出发,解决其在营销过程中的问题。
In this paper,I used literature, field trips and interviews to understand the Chinese University Basketball Association（CUBA） ＇ s basic situation, research status and marketing situation. There has three questions： first, CUBA League organizational structure is imbal- ance, the marketing concept need to be optimized; Second, the main characteristics of college students was ignored, get poor customer focus effect ; finally, Lack of awareness of volunteer management, establish the image of the league is limited, and the effects are poor. Basic on these, learning advanced marketing theory, and trying to explore whether it can be used for CUBA reality operations . This study thought the real marketing issues CUBA proceed, combined with relationship marketing theory, proposals for marketing practical problems, noted that the marketing relationship theory may be starting to solve CUBA problems in the marketing process.
出处
《哈尔滨体育学院学报》
2016年第3期39-43,共5页
Journal of Harbin Sport University
