NBA的品牌营销策略研究

NBA的品牌营销策略研究(16000字)
摘  要：随着世界篮球职业化的飞速发展和各国篮球交流的日益加强，各国篮球开始了真正的大融合，通过相互学习彼此的先进篮球理念和技战术，促进了世界篮球整体水平的全面提高。本文通过系统、完整地分析NBA的品牌塑造、人员交流、电视转播、赛事交流的国际化现状，同时借鉴其他体育联赛的成功经验，来探索NBA国际化发展的道路，为NBA的品牌国际化奠定一定的基础，同时也为NBA与其他产业化和市场化的体育运动相衔接，借鉴中共同发展。
关键词：NBA；品牌；营销策略

A study on brand markrting strategy of the NBA
Abstract: With the rapid development of the professional basketball and strengthen the communication, the basketball world basketball began the really big fusion, through mutual learning the advanced idea and other basketball tactics, promote the overall level of basketball. As is known to all, the NBA basketball as a member of the family, the American economy and culture, double representative in the process of globalization, with its peculiar form and content, in the great economic benefits and American culture, driven by the expansion of sweeping the globe, NBA globalization influences subtly also to all aspects of social life, everywhere in the global culture with characteristics of the NBA's temperament and strength, and American culture into every corner of the world.
Key words: National basketball America; Brand; Marketing strategy