NBA赛事市场竞争优势形成机制及策略

The Mechanism and Strategies Formation of NBA Competitive Market Advantage

从竞争优势理论视角,在分析NBA赛事五力模型及服务价值链基础上,探讨NBA赛事市场竞争优势的形成机制,并对NBA赛事市场竞争策略进行分析,为我国职业体育赛事开展提供借鉴。NBA赛事市场竞争策略主要表现为:球员国际化,提高NBA赛事产品质量;赛事价格差别化,合理控制赛事成本;增强媒体传播力度,扩大其影响力;注重品牌塑造,提高消费者忠诚。

From the visuals angle of competitive advantage theory, bases on analyze the Five Forces Model of NBA competition and service value chain, this paper discusses the formed mechanism formation of NBA competitive market advantage, and analyzes the competition market strategies of NBA as well. The main purpose is to provide the reference for professional sports games development in China. The NBA market competitive strategies mainly as follows： international player, improving product quality of NBA events, price difference of competition, rational control competition costs; enhancing media dissemination and ex- panding influence; focusing on brand shaping and increasing consumer loyalty.