NBA国际营销战略分析doc.doc

NBA的成功之道 ——浅析NBA的国际化市场营销策略 【摘要】NBA也逐渐地从一项美国国内的职业篮球赛推广为具有全球影响的世界性赛事。NBA在战略计NBA（全称National Basketball Association）是美国第一大职业篮球赛事，代表了世界篮球的最高水平，其中产生了迈克尔·乔丹、魔术师约翰逊、科比·布莱恩特、姚明、勒布朗·詹姆斯等世界巨星。该协会一共拥有30支球队，分属两个联盟东部联盟和西部联盟；而每个联盟各由三个赛区组成，每个赛区有五支球队。30支球队当中有29支位于美国本土，另外一支来自加拿大的多伦多。中文全称美国男子篮球职业联赛（美国男篮职业联赛、美国篮球职业联赛），直译为美国全国篮球联盟，或美国篮球大联盟。I Love This Game”，NBA的电视促销广告让全世界的篮球球迷几乎都能脱口而出NBA也逐渐地从一项美国国内的职业篮球赛推广为具有全球影响的世界性赛事。在1997~1998赛季中，有超过160个国家和地区用41种语言向全世界转播NBA的比赛。NBA现在已NBA在获得巨大的社会影响之时，其经济效益也非NBA在1995年的门票和电视转播收入达到了9．246亿美元，国内授权产品收入为25亿美元，国际授权产品收入为3亿美元，这还不包括各3项的收入总和就达到37．246亿美元。如果包括各个球队自己的经营和广告收NBA总部和各球队在1995年的收入总和就在13O亿美元以上。反观中国国内的职业篮球(CUBA)和职业足球联赛，各俱乐部的经营举步维艰，俱乐部的大股东频频更换，大都依NBA成功运作的模式NBA近年来的成功运作进行深入分析。Mckinsey认为，一个成功的组织就在于制定适当的战略以达到其目标，建NBA在战略计 pseudonym Ding Bingcheng), to Jiangsu and Zhejiang in Taihu Lake area opened work, towards armed, carried out guerrilla race. 4 people such as Ding Bingcheng took Zhang Yan, Zhou Fen, from Shanghai, Zhao Anmin troops stationed at the border of Jiangsu and Zhejiang. Ding Bingcheng reach dual-COR, and anti- established contact of Communist Party members, when the Kuomintang military Committee in Jiangsu, Zhejiang and Deputy Commander of the Brigade in Taihu Lake and Qian Kangmin, Director of the Department of the Commission (CPC) accompanied by consultations with Commander Zhao Anmin placement I was personnel related issues. Qian Kangmin efforts, Zhao Anmin also agreed to subordinate Gong Shengxiang Brigade guns to form a band in Taihu Lake. Qian Kangmin hired a boat to bring Gong Shengxiang, together with Zhang Yan start, boats to cross near the fan, was seized by Cheng Wanjun. After Cheng Buzheng Jin Lu Wang, Director of training helps releasing personnel, but the weapon lost. Is autumn, Ding Bingcheng Wujiang was ordered to open up again, its task is: towards reconstruction guerrillas, Communist-led team. Along with Liu Zirong (Liu), Zhang Yan (Liu), huada busy (Chen Zhengzhi), Yu Zhe (Zhou Fen), Ye Chu Xiao (Lu Qiusheng), Henry (nandeqin),