CBA与NBA体育赛事品牌营销策略比较研究

发布时间：2018-01-24 13:03

本文关键词： CBA NBA 体育赛事营销策略品牌营销　出处：《体育文化导刊》2013年04期 　论文类型：期刊论文

【摘要】：本文分析NBA联盟的成功营销策略及品牌打造,从NBA的发展经验中,找出我国CBA联盟市场化发展和营销策略中的不足,并通过对比分析,针对我国CBA体育赛事品牌中存在的问题加以讨论。文章认为:第一,我国应改善整合型发展全球化推广理念的不足,调整媒体整合宣传力度,改善沟通渠道单一和宣传渠道贫乏的问题;第二,提高赛场环境及球员自身运动素质,使整个比赛精彩程度大幅提高;第三,针对市场不能深度开发,衍生产品薄弱的问题,应该借鉴NBA经验,成立我国专门的赛事衍生产品的开发部;第四,应增加与球迷互动的活动和比赛,并且打造CBA赛事的品牌公益形象,提高品牌认知度。
[Abstract]:This paper analyzes the successful marketing strategy and brand building of NBA alliance, from the development experience of NBA, finds out the lack of market-oriented development and marketing strategy of CBA alliance in China, and through comparative analysis. This paper discusses the problems existing in the brand of CBA sports events in China. Firstly, China should improve the deficiency of the concept of integrated development of globalization and adjust the strength of media integration propaganda. Improving the single channel of communication and the problem of poor communication channel; Second, improve the competition environment and the players' own sports quality, so that the whole game to improve the degree of excellence; Thirdly, aiming at the problem that the market cannot be developed in depth and the derivative products are weak, we should draw lessons from the experience of NBA and set up a special development department of the derivative products in China. 4th, should increase the activities and matches with the fans, and create the brand public image of CBA events, improve brand awareness.
【作者单位】：西安交通大学体育中心;
【分类号】：G841
【正文快照】： 1本文研究内容和方法1.1本文的研究内容论文分析CBA和NBA的联盟赛事品牌营销,对比两个联盟之间的营销策略和市场形势,分析NBA如何宣传与营造良好的赛事环境,以致影响美国经济全球化以NBA为借鉴,提出CBA的赛事品牌的打造方向,学习NBA的营销模式,自主创新我国篮球联盟赛事品牌

【相似文献】