Solutions for The Lack of Social Attention on The Chinese Women's Basketball Team

Abstract

The Chinese women's basketball team is one of the most important women's sports organizations in China. It maintained a high ranking in international competitions for decades, but there is a lack of social attention to it. The purpose of this paper was to discuss the cause of this situation and provide solutions to increase social attention on the team to benefit the future development of the women's basketball industry in China. This paper reviewed the marketing mix theory from past research and determined the relationships between each factor of the theory and the customer purchase behavior. Current situation evaluation and future development strategies of the team were performed using SWOT analysis. This research concluded that instead of "strength" which is the internal superiority of the team, all of the three factors: weakness, opportunity, and threat have an impact on the social attention of the team. Thus, the absence of enough exposure was directly linked to the lack of social attention to the team. As a newly introduced communication channel, the role and application of social media exposure within the field of social attention will be later discussed.