运用文献资料、专家访谈、实地研究等方法,对中国男子篮球职业联赛品牌愿景、经营战略、组织变革、整合营销、品牌协作进行了详细的研究。指出创造我国自主赛事的品牌价值,并吸引国际化品牌资产的流入,来满足消费者的需求,是中国经济转型过程中,深化职业体育改革的重要内容。 Using literature, expert interviews, field studies and other methods, the author made a detailed study of the brand vision, business strategy, organizational change, integrated marketing and brand collaboration of the China Men’s Basketball League. It is an important part of deepening the reform of professional sports in China’s economic transition that the brand value of creating our country’s independent tournament and attracting the inflow of international brand equity to meet the needs of consumers are pointed out.