中國排球聯賽商業發展規劃 (女子)

Abstract

Though China has globalized most of its industries, the professional sports leagues industry is still far from commercialization. Outstanding sportsmen and sportswomen are trained to achieve successful results on the world stage. One example is the China Women’s Volleyball team; the team won a gold medal in Olympic Games RIO 2016. This study uses the case study research strategy to examine the Chinese Volleyball League (CVL) that was established in 1996 and yet has remained operation under the state-run system. By applying traditional sports management strategies, marketing tactics with the assistance of social media and mobile technology, a plan is developed to expand the Volleyball community in the country. In addition, systems are developed to help generate revenues so as to ensure the sustainability and continuous development of talented athletes, coaches and development of the sport. The IREAN Group was appointed as the business operation partner of CVL from 2016 – 2017 season. During a ceremony, the Chinese Volleyball Association (CVA) and IREAN Group announced plans for reformation and business development. The announcement implied that the CVL is moving towards commercialization. With the reform initiative, this thesis hopes to provide suggestions or opportunities for development managers, officers of the Chinese Volleyball Association (CVA) as well as management personnel of professional teams.