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我国篮球职业化开展16年来,已经取得了巨大的进步与辉煌成就,现在正逐渐向真正的职业化靠拢,而票房的好坏直接影响俱乐部的经营状况,文章根据对CBA太原赛区现场观众的调查以及麦卡锡的营销理论,即4PS的原则分析制定出适合山西中宇俱乐部的票房营销策略,指出如何制定适合的营销策略对职业篮球俱乐部盈利水平的提高和俱乐部的发展有重要的意义。
Since the occupation of basketball in our country for 16 years, great progresses and brilliant achievements have been made. Nowadays, the professionalism of the basketball is getting closer and closer. The quality of the box office directly affects the management of the club. Based on the investigation of the audience in the Taiyuan competition area of CBA, As well as the marketing theory of McCarthy, that is, the principle analysis of 4PS to formulate the box office marketing strategy suitable for Shanxi Zhongyu Club and point out how to make a suitable marketing strategy is of great significance to the improvement of the profitability of the professional basketball club and the development of the club.