NBA与CBA品牌形象传播策略的比较研究

发布时间：2018-05-10 20:02

本文选题：NBA + CBA　；参考：《宁波大学》2009年硕士论文

【摘要】：2009年《福布斯》杂志公布了2008年名人收入排行榜的百强名单称,前年年收入为3200万美元的姚明,在全球经济下滑的情况下,商业价值却直线上升。据最新的统计来看,姚明去年的总收入达到了5200万美元,首次超过了科比和詹姆斯成为了NBA中的吸金第一人。“姚之队”更断言姚明的商业价值将超过乔丹。姚明在中国时只是上海队的一名普通球员,在众多球迷眼里,也只是一个2.26米的大个子。姚明价值的开发,让我们不禁会想NBA与CBA的差距究竟在哪? 本文从NBA品牌传播使用的策略以及NBA与CBA的比较上研究论述,归纳总结出品牌传播的方法和策略。本文查阅从1995年起近500篇论文、书籍以及NBA、CBA官方网站提供的资料、数据,其它调查网站、国外杂志报刊中文网的资料。运用文献资料法、对比法、逻辑分析法等结合体育经济学、管理学、市场营销学、传播学的理论知识对NBA和CBA在品牌形象传播策略上进行细致比较,并加以分析和论述。经过深入分析,找出了一些品牌传播应该使用的方法策略:一、要注重品牌形象的亲和力,国外品牌发展海外市场要格外注意本土化,本土品牌更要善加利用特有的亲和力以贴近受众;二、合理化运用媒体宣传,预防负面消息传播;三、做好互动交流,调查受众动机,一切运作都围绕受众来设置;四、传播要做到全方位细致传播,要整合各种传播手段全面渗透传播。五、重视“去把关人”等新传播理念。另外,本文以详实的资料记录了NBA六十多年的发展简史、CBA十多年的成长历程以及NBA、CBA品牌经营的动态,在中国的发展过程。对NBA在使用新媒体技术的优点上加以陈述。本文希望从传播学的角度对CBA联赛仍至中国体育联赛的发展壮大、扩大影响力提供帮助。
[Abstract]:Forbes magazine in 2009 released a list of the top 100 celebrity earnings in 2008, saying Yao Ming, which earned $32 million a year the year before, has seen its business value soar amid the global economic downturn. According to the latest statistics, Yao Ming earned $52 million last year, overtaking Kobe Bryant and James as the first NBA scorer for the first time. "Yao team" also asserted that the commercial value of Yao Ming will surpass Jordan. Yao Ming was an ordinary Shanghai player in China and, to many fans, a 2.26 meter big man. The development of Yao Ming value makes us wonder what is the gap between NBA and CBA? This paper summarizes the methods and strategies of brand communication from the perspective of the strategy of NBA brand communication and the comparison between NBA and CBA. This paper refers to nearly 500 articles, books and materials provided by the official website of NBAN CBA since 1995, as well as other survey websites and materials of foreign magazines, newspapers, periodicals and Chinese websites. Combining the theory of sports economics, management, marketing and communication, this paper makes a detailed comparison between NBA and CBA in brand image communication strategy by means of literature, contrast and logic analysis. After in-depth analysis, we find out some methods and strategies that should be used in brand communication: first, we should pay attention to the affinity of brand image, and foreign brands should pay special attention to localization in developing overseas markets. Local brands should make good use of their unique affinity to get close to the audience; second, rationalize the use of media propaganda to prevent the spread of negative news; third, do a good job of interactive communication, investigate audience motives, and set up all operations around the audience; fourth, Communication should be all-round and meticulous, and all kinds of means of communication should be integrated. Fifth, attach importance to the "to guard" and other new communication ideas. In addition, this paper records the development history of NBA for more than 60 years, and the development of NBA brand in China. The advantages of using new media technology in NBA are stated. From the angle of communication, this paper hopes to help the CBA league to develop and expand its influence.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G841

【引证文献】