NBA在中国市场的营销策略对CBA营销策略的启示.doc

摘 要 随着人们生活水平的不断提高，越来越多的人开始追求精神层面上的享受，而体育产业的出现就满足了人们的这一需求。人们通过观看体育赛事，以获得精神上的愉悦。在美国，体育产业对经济的贡献率超过10%，已成为第11大产业支柱，而我国体育产业的贡献率却只有1%。我国的体育产业亟待发展。 我国的篮球职业化进程开始于1995年, 我国的篮球事业取得了空前的发展。CBA的主要产品,即竞技表演,质量越来越好,产量也越来越高;从消费者(观众)的数目来看,消费市场稳步扩大。美国篮球协会NBA早期立足于美国市场,在全球经济一体化的驱动下,于二十世纪八十年代开始拓展市场营销范围,积极开拓海外市场中国当时正处于改革开放时期,随着物质生活水平的显著提高,居民对体育娱乐的需求不断提高,同时篮球运动在中国有广泛的群众基础,这为NBA进入中国提供良好的市场条件。NBA在中国进行市场营销的过程中,取得了巨大的经济效益和社会效益。NBA的成功营销策略对我国体育产业的发展有重要借鉴意义。 关键词： NBA,CBA,营销,中国市场 Abstract With the development of economic, more and more people are pursuing the enjoyment of spiritual. Sport industrial can satisfy those damands. People can be entertained by matches. In America, sport industrial’s economic contribution rate can reach 10%, and became the 11th industrial. However, in China, its sport industrial only contribute 1%. China’s basketball professionalization was begun in 1995. So far, it got great improvement with this years’ development. CBA became its main product which with quality and production. In the view of consumer, CBA’s market are become bigger and bigger. NBA (National Basketball Association) is the biggest basketball career sport game in America, and now it has become the most successful career sport associations on the international marketing in the world. With the development of globalization, NBA which once rooted in American market, has been explored new market since 1980s, especially oversea market. At that time, China was in the period of reform and opening up. Chinese quality of living and demand of entertainment was rising up. What’s more, basketball was popular in China which was a great point for NBA entering Chinese market. NBA has got great economic profit and social profit from its oversea market. In China, with the development of socialist market economy, people have realized that sport game must enter into the market. However, in China the career sport game has been undeveloped．So，it is quite necessary to research the strategy of NBA in the international marke