美国职业体育联盟“中国行”的市场壁垒研究

Study on the Market Barriers of American ProfessionalSports Leagues in China

作为NBA除美加外最大的海外市场,中国市场这块“蛋糕”显得分外诱人。事实上,美国职业体育联盟早已不再稳坐“钓鱼台”,而纷纷制定商业化、市场化输出战略,布局中国市场。巨大商机和市场发展潜力地带,海外企业如何在这片充满机遇的市场找到落足之地,如何深度了解中国消费者成为当务之急。运用文献资料等研究方法分析美国职业体育联盟“中国行”的进入门槛、成长门槛以及市场壁垒,促使体育资本适应全球化浪潮,推行全球战略,展现职业体育联盟姿态。

As the largest overseas market of NBA except the US and Canada,the“cake”of Chinese market is particularly attractive.In fact,the American professional sports leagues have long been no longer sitting on the throne,and has developed a commercial market export strategy to explore the Chinese sports market.There are huge business opportunities and economic development potentials.How can overseas enterprises find a foothold in this market full of opportunities and how to learn more about Chinese consumers are the questions needs to be solved urgently.By using literature and other research methods,this paper analyzes the entry threshold,growth threshold and market barriers of American professional sports leagues development in China,so as to promote sports capital to adapt to the wave of globalization,implement global strategy,and show the gestures of professional sports league.