NBA中国市场营销策略分析报告.docVIP

专业资料 PAGE word完美格式 专业资料 word完美格式 NBA中国市场营销策略分析 市场营销专业 关冬冬 【摘 要】NBA进入中国已经二十多年了，通过一系列卓有成效的营销策略，基本完成了对中国市场的初期培育，使得中国市场成为NBA最大的海外市场，其在中国的品牌影响力是任何一个国内的职业体育联盟所无法企及的。目前与NBA合作的中国企业也越来越多，不仅使NBA联盟从中得到了巨大的利益，同样也使这些企业也通过NBA这个平台实现了国际化。由此可见，NBA的营销模式对中国体育产业的发展有强烈的示范效应。本文通过对NBA在中国市场运营的SWOT分析，探讨了NBA在中国市场采取的营销策略，分析了其在中国市场营销成功给中国篮球带来的启示，希望能为我国体育产业特别是中国职业篮球联盟的发展有所借鉴。 【关键词】NBA；中国市场；体育营销；营销策略 The Analysis of Marketing Strategies of NBA In the Chinese Market Marketing Major Guan Dong-dong Abstract：NBA has been in the China for more than twenty years.Through a series of effective marketing strategies ,Chinese market has basically completed the early cultivation, which makes it come true that Chinese market is the biggest overseas market of NBA.And the broad influence in China is beyond any other professional sports leagues in the domestic.At the present ,as the number of Chinese enterprise cooperating with NBA is more and more, not only NBA leagues get the huge benefit from it, but also these Chinese enterprises become internationalized and shape their international broad image in the stage. The purpose of this article is to discuss the marketing strategies adopted by the NBA in the Chinese markets and analyze the success under the help of the analysis of SWOT that is operated in the Chinese market by NBA.The goal is to provide reference and enlightenment for the improvement of sports industry in our country ,especially for the development of the Chinese professional basketball leagues. Key words: NBA；Chinese market； sports marketing； marketing strategy Ⅰ word完美格式 word完美格式 目 录 TOC \o 1-3 \h \z \u 引言 1 1 导论 1 1.1体育营销的概念及特点 1 1.1.1体育营销概念 1 1.1.2体育营销的特点 2 1.2 体育营销的演进轨迹 2 1.2.1国外体育营销演进轨迹 2 1.2.2 国内体育营销演进轨迹 3 1.3体育营销所带来的经济效应和社会效应 3 2 NBA中国市场营销现状分析 4 2.1 NBA概述 4 2.2 NBA在中国的营销历程 5 2.2.1文