【作者】 徐向阳；

【导师】 袁凤生；

【作者基本信息】 河南大学 ， 体育教育训练学， 2007， 硕士

【摘要】 一百多年来,篮球运动在世界、在中国得到了广泛的普及和发展,已经从过去单纯的竞技游戏转变为今天集政治影响力、经济生产力、社会亲和力、文化传播力为一体的新型文化载体,成为全球体育娱乐文化的重要组成部分。始于1995年的CBA联赛,经过十几年的发展和完善,其竞赛市场迅速发育和发展起来,并占有一定的市场份额,而要想占有和保持大量的市场份额,就必须提供满足观众需求的文化产品,以CBA联赛职业化改革为契机,实施联赛文化建设工程。2005年,篮球运动管理中心以深化CBA联赛职业化改革为重点,在“北极星计划”的指引下,出台了一系列的职业化改革措施,构建了CBA联赛改革的蓝图。提出坚持“国际视野”和“中国道路”的二元思维,逐步形成“竞技篮球、娱乐篮球、财富篮球、文化篮球”四位一体的新篮球观。逐步进行以新型管理模式、新型竞赛模式、新型商务开发模式、篮球文化建设模式为核心的CBA联赛职业化建设。以篮球文化建设来统筹国家队备战奥运会、联赛职业化改革和社会篮球活动等几项工作。篮球文化就是篮球运动的“魂”,把这一篮球文化理念上升到“关系篮球运动能否实现可持续发展”的高度,是我国篮球工作者对社会变迁过程中,篮球运动与现代社会文化价值体系相互融合的经验总结和理性认识。鉴于CBA职业联赛采用主客场赛制,因此CBA联赛文化的建设工程,有待于联赛各俱乐部在各自主场文化的建设上集思广益、积极创新,把主场比赛注入人文精神,打造CBA联赛背后的文化底蕴,构筑CBA联赛的文化品牌。本课题以CBA联赛为依托,运用文献资料法、观察法、访谈法、数理统计法、逻辑分析法等对CBA联赛文化构成因素中的球队和队员、主场球馆、主场比赛、主场标志产品、娱乐文化表演、球迷行为表现和主场服务措施等文化载体进行分析研究,研究结论如下:1、目前16支CBA联赛队伍中,主场球馆设在省会城市的有7个,设在直辖市有2个、篮球城市6个,为了扩大影响面,有3支球队拥有2个主场,有4支属迁入性球队,其中东莞市拥有两个球队的主场球馆。各俱乐部的主场球馆建设开始由过去的租借地转变为现在的创建。各俱乐部主场球队的队名选取、队标设计和吉祥物造型彰显了地域特色、传承了民族文化、带有典型的商业色彩;主场球队的职业精神风貌、技艺的展示和战术思维创新提高了球队的竞争力;球队包装和明星培养为主场比赛汇聚了人气;各球队整体实力正逐步提高,球队之间的实力正在逐步缩小。2、为了满足球迷看球、评球和玩球的需要,各个俱乐部还利用主队球迷协会,组织球迷与球星座谈、为球队发展献计献策等活动加强与球迷观众的亲和力。球迷观众通过加油口号、支持标语、制作主队明星画、涂抹脸画等视听符号为球队和球星助威呐喊,烘托赛场气氛,增加赛场活力;通过参与互动活动体验主场文化魅力,营造了健康积极,乐观向上的球迷文化。3、CBA联赛各主场布置体现出了应有的人文关怀。采用新的翻转广告板,并设专人负责场内广告板的维护、清洁和正常显示。部分主场还设有包厢和专卖柜,提供食品和销售标志产品。新的篮板、篮架、地板、计分系统、计时系统以及明快的主场颜色,提高了电视转播效果和观众的视觉效果。场内张贴的巨型球员照片和悬挂退役球员的球衣及其号码,增加了主场的文化氛围。4、各主场在球票销售和娱乐活动等服务管理上,体现了“服务球迷,服务媒体”工作理念。包括:设专人负责主场球馆区域的门票销售和后续服务工作;从舞蹈理论、舞蹈形体、舞蹈编排等方面对各个主场的啦啦队进行专业培训;暖场音乐的制作上选取了最适合篮球的HIP-HOP音乐风格,同时加入一些中国音乐元素,像琵琶、京剧等。5、CBA联赛主场文化的价值在于:它衍生出了主场效应;稳定了主场球迷群体;造就了主场球队的归属感;传承了地域文化和增强了主场城市群众的社会荣誉感和凝聚力。CBA联赛主场文化具有比赛主导性、地域性、民族性和职业联赛的阶段性特征。针对以上研究的结果对CBA联赛主场文化建设提出如下对策:1、CBA联赛主场文化建设要树立以球迷需求为中心的文化营销理念,大力建设球迷管理机构,构建联赛与球迷观众之间的互动平台,宣传引导文明健康、积极向上的球迷文化。2、完善竞赛体制,强化对裁判员和运动员培养,提高主场比赛质量;增强比赛的欣赏性和精彩度;宣传包装主场比赛、塑造主队球星,提高比赛的美誉度;加强与媒体的联系,扩大赛事的宣传力度。3、提高球队的技术水平、战术素养、文化知识水平和职业道德修养,提升运动员自我形象塑造意识,增强球员与媒体、球迷和赞助商的沟通与互信,以获取比赛稳定的忠诚度。更多还原

【Abstract】 For over 100 years, basketball sports have got extensive popularization and development in the world and China, have already changed from the simple sports game of the past into the integrative new-type culture carrier today, become the important component of global sports and amusement culture. CBA league matches that started in 1995, its contest market develops and develops rapidly, and occupy certain market share, and want to occupy and keep a large amount of market share, must offer and meet audience’s cultural product of demands, regard professional reform of CBA league matches as the opportunity, implement the cultural construction project of the league matches.In 2005, the basketball movement administrative center will regard deepening the professional reform of CBA league matches as the focal point, under the guidance of“north star plan " , have issued a series of professional reform measures, structure the blueprint of CBA league matches reform. Seeing that CBA professional tournament adopts the match rule in home and away, so the construction project of CBA league matches culture, await to absorb all the useful ideas in the construction of each culture of home court, innovate actively in every club of the league matches, inject the home court match into humane spirit, make the cultural inside information behind CBA league matches, construct the culture brands of CBA league matches.This subject is supported by CBA league matches, use the law of documents and materials, logic analytic approach, etc. form the teams and team members in the factor to CBA league matches culture, home court game hall, the home court match, indicating in the host field that such culture carriers as the cultural performance of products, amusement, fans behavior display and serving the measure in the host field are analyzed and researched, study the conclusion as follows:1.The game hall of home court of every club builds and begins to change into present establishment from past leased territory. Every club team, home court of team name choose, team is it is it reflect the region characteristic , pass on national culture , having typical commercial color with modeling of the mascot to design to mark; The job mental outlook , show of skill and tactics thinking of the team of home court innovate the competitiveness of improving the team; The team has packed and trained and assembled the popularity for the home court match with the star; The whole strength of every team is improving progressively , the strength between the teams is dwindling progressively .2.Strengthens the affinity with the football fan audience, Football fan through refuel slogan, support slogans, make audience host team star draw, daub face not to is it regard listening to symbols as, set off the court atmosphere by contrast, increase court vigor; Experiencing the cultural glamour of home court through participating in the interdynamic activity, it is positive to build the health, optimistic fan’s culture.3.Adopt new upset advertising panel, set up special messenger responsible for field maintenance, clean showing normally of advertising panel. Still there are boxes and have a monopoly in the cupboard on some home court, offer the food and sale to mark the products. New backboard, basket support, floor, system of counting the subsystem, timing and lucid and lively home court color, have improved the visual effect that the TV relays the result and audience. Sportsmen’s football shirts and numbers of huge sportsman’s photo and hanging retiring that put up in the field; have increased the culture atmosphere of the home court.4.Set up ticket selling and follow-up services that the special messenger is responsible for the area of game hall of home court; Respect of grading from dance theory, dance physique, dance etc. carries on vocational training to the cheering squad on each home court; Have chosen HIP-HOP music style most suitable for the basketball on the making of warm of music, add some Chinese music elements at the same time, like the pipa, Beijing operates..5.The value of the culture of home court of CBA league matches lies in: It has derived out the effect of home court; Have stabilized football fan’s colony of home court; Have brought up the sense of ownership of the team of home court; Have passed on region culture and strengthened the social sense of honors and cohesiveness of the urban masses of home court. Phased characteristic with leading factor nature of the competition, regional, national characteristic and professional tournament of culture of home court of CBA league matches.Propose the following countermeasure to the cultural construction of home court of CBA league matches to the result studied above:1.the cultural construction of home court of CBA league matches should establish the cultural marketing idea taking football fan’s demand as the centre, build football fan’s management organization in a more cost-effective manner, structure the interdynamic platform between the league matches and the football fan audience, propagate and guide civilized and healthy , positive and upward football fan culture.2.perfect the contest system, strengthen and train the referee and athlete, improve the match quality of home court ; Strengthen the appreciating of the match and excellent degree; Propagate the packaging home court match, mould the soccer star of host team, improve good reputation degree of the match; Strengthen the connection with media, expand the propaganda strength of the game . 3.the technique level, military tactics cultivated manners, level and occupation morals of the cultural knowledge of exaltation ball team cultivate, promoting athlete ego image to mold consciousness, strengthening communication and mutual trust of player and medium, fan and sponsor company to compete by obtaining a stable loyalty.更多还原