CAJ | 학술논문

以运用文献资料、逻辑分析等研究方法,从产业组织理论中的市场结构视角对我国职业篮球进行了分析。主要结论如下：我国职业篮球产业的市场结构是寡占Ⅳ型,考虑到职业篮球产业的特性,该寡占Ⅳ型是偏向寡头垄断的。另外通过分析产品主体差异化、价格差异化和广告促销差异化,得出我国职业篮球产业的产品差异化较低。在对市场进退出壁垒进行分析时,我国职业篮球市场的进入壁垒相对较高,而退出壁垒相对较低。提出职业篮球市场结构的优化对策有：采取有效举措使各俱乐部收入更加均衡,引导各俱乐部重视培养本队明星和广告促销,以令行禁止的要求去实践联赛准入和退出规定。
이운용문헌자료、라집분석등연구방법,종산업조직이론중적시장결구시각대아국직업람구진행료분석。주요결론여하：아국직업람구산업적시장결구시과점Ⅳ형,고필도직업람구산업적특성,해과점Ⅳ형시편향과두롱단적。령외통과분석산품주체차이화、개격차이화화엄고촉소차이화,득출아국직업람구산업적산품차이화교저。재대시장진퇴출벽루진행분석시,아국직업람구시장적진입벽루상대교고,이퇴출벽루상대교저。제출직업람구시장결구적우화대책유：채취유효거조사각구악부수입경가균형,인도각구악부중시배양본대명성화엄고촉소,이령행금지적요구거실천련새준입화퇴출규정。
Making an analysis of Chinese professional basketball＇s market structure by using literature consultation,logistic analysis and other research methods,the research draw the following conclusions.The market structure of China＇s professional basketball industry is the type of Ⅳ monopolizing pattern,and is inclined to oligopoly considering the feature of professional basketball.The differentiation of products is based on the analysis of the differentiation of products＇ substance,price and advertisings.The entrance barrier is higher and the exit barrier is lower.The solutions for optimizing the Chinese professional basketball＇s market structure are taking effective measures to balance the revenues of different clubs,leading clubs to value the development of club stars and the advertisement and carrying out the policy of CBA entry and withdrawal according to strict enforcement of orders and bans.