洛杉矶湖人篮球俱乐部的品牌经营策略研究

Research on Brand Business Strategy of the Los Angeles Lakers Basketball Club

通过国内外文献资料调研,对美国洛杉矶湖人队的品牌经营策略进行研究。主要结论:湖人俱乐部作为一支最受球迷欢迎、经营最为成功的NBA球队,它的成功不是偶然的,是多种经营手段综合运用体现的结果,卓越的比赛战绩、良好的经营手段、建立健康的俱乐部形象、位于经济发达、人口密集的中心城市、良好的传播因素和重视超级球星的包装和引进是促使湖人获得成功的主要因素。

This paper studies the United States the Los Angeles Lakers＇ brand management strategy through literature home and abroad. Main conclusion： as a most popular with the fans and management of the most successful NBA team, the Lakers club＇s success is no accident, whose integrated use of divemified management methods, excellent game record, good management, establishing the image of health club, densely populated urban centem, the spread of good factors and attaches great impor- tance to the super star of the packaging are the main factors that make the Lakers＇ success.