NBA中国市场营销策略分析
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
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NBA中国市场营销策略分析
目 录
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文化传播时期 ................................................. 5 2.2.2 初探市场 ..................................................... 5 2.2.3全面进军中国市场 ............................................. 6 2.3 NBA在中国发展所取得的整体成就 ..................................... 6 3 NBA中国市场SWOT分析 ................................................... 8
3.1优势分析 ........................................................... 8
3.1.1 核心产品的优势 ............................................... 8 3.1.2管理体制的先进 ............................................... 8 3.1.3 大牌球星云集 ................................................. 8 3.1.4 营销策略精准 ................................................. 9 3.2劣势分析 ........................................................... 9
3.2.1 中国球员过少 ................................................. 9 3.2.2业务推广受限 ................................................. 9 3.3机会分析 ........................................................... 9
3.3.1中国市场广阔 ................................................. 9 3.3.2竞争对手不强 ................................................. 9 3.4威胁分析 .......................................................... 10
3.4.1 文化背景冲突 ................................................ 10 3.4.2 中国政策局限 ................................................ 10
4 NBA中国市场营销策略分析 ............................................... 10
NBA中国市场营销策略分析
4.1 NBA中国市场产品策略 .............................................. 10
4.1.1核心产品 .................................................... 11 4.1.2延伸产品 .................................................... 11 4.1.3授权产品 .................................................... 12 4.2 NBA中国市场价格策略 .............................................. 12
4.2.1缓慢渗透价格策略 ............................................ 12 4.2.2价格策略效应 ................................................ 12 4.3NBA中国市场渠道策略 ............................................... 13
4.3.1 电视转播 .................................................... 13 4.3.2 网络媒体的推介 .............................................. 14 4.3.3 报纸杂志等其他媒体的传播 .................................... 14 4.4 NBA中国市场促销策略 .............................................. 15
4.4.1充分发挥球星魅力 ............................................ 15 4.4.2 良好的品牌推广 .............................................. 15 4.4.3 给力的广告策略 .............................................. 15 4.4.4 积极的互动营销 .............................................. 16 4.4.5 广泛的合作营销 .............................................. 16
5 NBA中国市场成功对CBA发展的启示 ....................................... 17
5.1 弱化政府职能，促进CBA的市场化 ................................... 17 5.2 合理安排赛制 ..................................................... 18 5.3 加强与媒体和企业的合作 ........................................... 18 5.4 努力打造属于CBA的球星和球迷群体 ................................. 18 5.5 培养优秀人才 ..................................................... 19
5.5.1 培养储备人才 ................................................ 19 5.5.2 培养优秀管理人才 ............................................ 19
结束语 ................................................................... 19 参考文献 ................................................................. 21 致谢 ..................................................................... 22