The extraordinary and leap-forward development of CUBA League in a short period of time is inseparable from the organizers' insistence on the purpose of "developing college basketball and cultivating basketball talents" and the socialized and industrialized operation mode. Its characteristics can be summarized as one sentence, that is, "educating people is the purpose, culture is the characteristic, and brand is the advantage".
The core idea-educating people
(1) Establish and improve the competition system with the goal of establishing a brand-new basketball talent training system.
To establish a scientific talent training system, we must first have a reasonable competition system. As early as the league brewing stage, CUBA Organizing Committee made a special trip to the United States to inspect the National College Basketball League, and compared the draft competition system with the one with the longest running time, the richest organizational experience and the most perfect competition system in the world. After repeated argumentation and small-scale trial, the basic competition system framework of 1998 was established. In the process of implementation, some opinions are concentrated. The organizing committee constantly brainstormed and put forward modification plans, such as establishing a mechanism for filling vacancies in sequence and canceling the five-minute finals, which reflected the universality and representativeness of the league, made the CUBA competition system more in line with the basic laws of the development of basketball in colleges and universities, and was conducive to improving the technical level of sports on the basis of popularization and producing more talents quickly.
(2) Organize the training of coaches and referees in a planned way to provide talent guarantee for the sustainable development of the league. Since the first league tournament, the organizing committee has organized a training activity for coaches and referees regularly every year, and hired professional coaches or experts with rich coaching experience and deep attainments in the field of basketball training theory and methods to teach, so as to promote college coaches to update their concepts, understand and learn advanced basketball concepts and training theories, improve training methods and means, and improve the scientific training level; At the same time, according to the principle of voluntariness, young PE teachers and college students in colleges and universities are organized to participate in referee training and technical level examinations. In view of the fact that the English level of basketball referees in China is generally not high and it is difficult to adapt to the requirements of international competitions, the organizing Committee has improved the enthusiasm and practical application ability of referees by organizing English learning for referees and trying to announce English on the spot. 1998 Up to now, CUBA has trained 380 coaches; More than 500 first-class basketball referees have been trained, 60% of whom are college students. The organizing Committee insists on bold use of those with outstanding conditions and level in student referee. For example, Zeng, a Ph.D. student in the Department of Water Conservancy Engineering of Huazhong University of Science and Technology, once enforced the fourth CUBA League Finals. Through planned training, CUBA has trained and brought up a team of coaches and referees with high cultural level, strong professional ability and reasonable knowledge structure.
(3) Based on the basketball talent training base and draft camp, establish the mechanism of selecting and cultivating reserve talents.
In order to let a large number of excellent basketball seedlings be discovered as soon as possible, receive formal and systematic training in middle schools, lay a solid cultural foundation, and make full preparations for entering universities, the Organizing Committee of CUBA League began to establish basketball talent training bases in middle schools with excellent basketball training and cultural learning conditions nationwide from 1998. Up to now, more than 30 basketball talent training bases have been officially listed, and in just six years, a large number of outstanding players have been delivered to major college teams. At the same time, in order to further expand the scope of college material selection and let more young people with basketball talent realize their dream of going to college, CUBA also launched the annual draft summer camp, which provided a two-way exchange opportunity for college coaches and excellent middle school basketball players. CUBA*** organized four draft summer camps and one draft winter camp, and each university team selected 190 campers. Through these two measures, CUBA has taken a solid step in developing upstream resources and establishing a training and selection mechanism for reserve talents.
(4) Severely crack down on cheating in athletes' qualifications, prevent and put an end to unfair enforcement by referees, and resolutely safeguard the spirit of fairness and justice.
An ecosystem conducive to the growth of talents must have measures and means to prevent and control "pollution". "Anti-counterfeiting" and "anti-vice" were originally words closely related to rectifying and standardizing market order and strengthening social order, but they became hot topics when people talked about sports competitions. A "Sports Photo" reflects the pernicious influence of "circle culture" and "hidden rules". In this regard, the practice and experience of CUBA League is worth learning. Cuba prohibits over-age or retired athletes from professional teams from participating in leagues. In order to eradicate the long-standing fraud in college sports competitions and maintain the purity of CUBA League and the principle of "fairness and justice" in sports competitions, from the first league, the organizing committee of the League eliminated all interference and widely mobilized the masses, and severely punished the teams and individuals who violated the rules with the attitude of "finding together, verifying together and handling together". In the first five CUBA leagues, there were 15 teams who were punished for "cheating" by canceling their competition results or being banned. At the same time, in order to put an end to the phenomenon of "black whistle" in the competition, CUBA attaches great importance to the construction and management of the referee team. The specific measures are as follows: First, adhere to the principle of combining training and appointment, and keep the referee team open and mobile, which is not only conducive to improving the level of referee training and the emergence of a large number of excellent referees, but also to forming a certain competitive atmosphere internally and avoiding "circle" harmony; Second, adhere to the principle of paying equal attention to ideological work and management measures, and combine self-discipline with heteronomy to enable referees to establish a strong sense of responsibility, dedication and good behavior norms; Three, adhere to the principle of combining professional level and professional ethics, and check and evaluate the performance of referees. In addition to the arbitrators and technical representatives, Cuba has also set up a separate referee to ensure that "every whistle must be appraised", making the referee's work more transparent. Through these measures, CUBA won the praise, trust and support of teachers and students in colleges and universities, and greatly mobilized the enthusiasm of ordinary colleges and universities to participate in the league. Since 1998, the number of member colleges of China University Basketball Association has increased from 66 to more than 200, ranking first among individual associations of major sports associations.
(5) Pay attention to the ideological and political education of athletes and the guidance of behavioral norms to promote the all-round development of college students.
CUBA attaches great importance to the ideological and political education of athletes and the guidance of behavioral norms. 1998 the first league tournament was held in Wuhan, which coincided with the critical stage of flood fighting and emergency rescue in the Yangtze River. The organizing committee not only donated all the ticket income, but also mobilized the participants and staff to make voluntary donations. It also lost no time in holding many political study sessions in the athletes' residence to guide them to understand the superiority of the socialist system. On the field, the organizing committee requires athletes to compete in a civilized manner and respect their opponents, referees and spectators. Outside the stadium, the organizing committee advocates good moral quality and code of conduct such as honesty, friendliness, mutual assistance and economy, so that every athlete can consciously realize that he represents the image of the school and the CUBA League and pay more attention to his words and deeds.
CUBA is college students' own league. In order to stimulate college students' sense of ownership, the Organizing Committee actively mobilized college students to participate in all aspects of the league, enriched their social practice, deepened their understanding of sports, cultivated their love for sports and exercise habits, as well as their ability of organization, communication and social interaction, so as to promote their all-round development. Because of this, CUBA is regarded as a vivid classroom of quality education in colleges and universities.
The biggest bright spot-culture
If NBA and CBA attract fans with high-level competitions, then Cuba wins audiences with rich cultural atmosphere. Passionate players, crazy but not chaotic fans, profound slogans, unique network cutting ceremony, creative posters, distinctive cultural activities and so on. , so that everyone involved can experience CUBA's efforts to create a "new feeling of basketball in China".
(1) Promote the concepts of "cultural basketball" and "basketball culture"
Cuba pointed out that basketball is a sport for the wise. Excellent basketball players should first have a smart mind, and college students should have a high level of education, rich imagination and creativity. As long as they have enough court experience, they will certainly be able to interpret the charm of "smart basketball". At the same time, basketball culture is essentially a special culture to help teenagers improve their personality. By participating in basketball, they can not only strengthen their physique, but also cultivate a person's leadership, will quality, team spirit, discipline concept, competition consciousness and self-confidence. "Cultural basketball" and "basketball culture" constitute the cultural core of CUBA. Starting from 1998, the CUBA Organizing Committee has widely spread the basketball culture concept to universities and society through various channels, such as media reports, symposiums, reports and CUBA cultural salons, so as to deepen the public's understanding of basketball and CUBA league.
(2) Show the style of the college and enliven the campus culture.
The cultural taste of CUBA League is not only reflected in the fact that her main body is a high-quality group, but also in the fact that she combines the original basketball culture with the colorful campus culture, and truly achieves "basketball sets the stage and culture sings". Wherever the league goes, it is necessary to use the opening ceremony, closing ceremony and the gap between competitions to launch the most distinctive cultural and sports programs of the host institutions, so as to enliven the atmosphere and arouse the enthusiasm of the audience, and at the same time, take the competition as a platform to fully display the elegance of the institutions. At the same time, the undertaking colleges and universities also carry out campus basketball cultural activities with rich contents and various forms on campus to promote CUBA and set off the competition atmosphere, such as "Welcome to CUBA Art Exhibition", "CUBA Knowledge Contest", "Welcome to CUBA Fashion Show Evening", "CUBA Cheerleading Contest" and "CUBA Photo Contest". The influence of CUBA League goes far beyond the basketball game itself. It can be said that wherever CUBA went, it not only pushed campus basketball to a climax, but also injected new vitality into campus cultural life, which obviously promoted the construction of campus culture.
Marketing strategy-brand
Paying attention to the brand building of the league itself is a core concept that CUBA has always adhered to in its promotion and market development activities. As early as the beginning of its establishment, in the face of the sports market without competition and champions, CUBA took the lead in proposing never to be named, forming alliances with different tobacco and alcohol manufacturers, and setting up two obstacles for itself at the stage when capital injection was most needed, in order to maintain the independence, health and purity of CUBA brand. Zhang Ningfei, who started from the clothing business, often uses an example to prove the importance of brands-"China is the largest textile producer in the world, but none of the world-recognized clothing brands are in China. As a result of not paying attention to brands, China garment enterprises are either willing to live downstream or become vassals of the international market. " At the first International Basketball Industry Forum from June 5438 to February 2002, Zhang Ningfei once again expounded the brand strategy of CUBA, and its brand concept of "downplaying commercial color and highlighting cultural details" was highly praised by FIBA Secretary-General patrick baumann. In terms of promotion, CUBA adheres to the concept of forming brand culture, introduces VI system, and designs special signs, emblems, anthem, flags, slogans and mascots. In terms of market development, CUBA aims at establishing a benign industrial operation mechanism, attaches importance to the accumulation of brand intangible assets, actively raises funds through multiple channels, and constantly enhances the self-development ability of the league.
It is precisely because Cuba cherishes its own brand that many enterprises cherish their own brands. Over the past 15 years, more than 20 well-known enterprises at home and abroad have sponsored CUBA League. These enterprises regard Cuba as a platform for spreading corporate culture and establishing and upgrading their own brands, and brands have become the common language of both sides.