NBA成功营销现状及策略的研究

The Research On NBA International Marketing Current Situation And Its Strategies

运用文献资料、逻辑分析等方法对NBA营销问题进行了研究,研究结果:NBA是目前全球国际化营销最成功的职业体育赛事,NBA的成功已经影响到其他联赛的发展方向,国际化成为职业体育赛事发展的重要战略。NBA国际化营销采用的主要推广策略有:全球化的市场战略计划;拥有本土化的经营管理模式;时刻以球迷消费者需求为中心,并提供全方位的服务;围绕NBA的品牌效应,加大其无形资产的开发的利用;充分利用灵活的价格策略,进行多角度的促销;在保证NBA联盟整体利益的条件下,注重各俱乐部利益的开发等。

After researching on the issue about the internationalization marketing of NBA by using the methods of literatureviews and logical analysis,it showed that NBA is one of the most successful professional sports league on the internationalization marketing around the world,and its success has already affected the development direction of the other leagues,internationalization has become the important strategy for the development of the professional sports.The main strategies of NBA are that strategic plan for the global market;having the operation and management of localized mode;fans in consumer demand as the center,and providing a full range of services;around the NBA brand,increasing the development of its utilization of intangible assets;taking full advantage of flexible pricing strategy,promotion of multi-angle;in ensuring the overall interests of the League of the NBA under the conditions,paying attention to the interests of the club＇s development.