ABSTRACT
Conducting a comprehensive review of literature, the market environment of the Chinese Table Tennis Super League (CTTSL) was analyzed. Critical issues in the areas of market segmentation, branding, governance, and policies were identified and deemed influential on consumer perceptions of the CTTSL and its overall level of achievement. Discussions were conducted on the necessity and practical procedures of repositioning the CTTSL and repackaging its products. Experience gained and lessons learned in this process of striving for improving CTTSL operations may be useful for other professional table tennis leagues located in Europe and throughout other parts of the world.
