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作为世界上最成功的职业联赛之一,NBA的国际市场拓展使其在全球的影响迅速扩大,特别是NBA针对于中国巨大的消费市场,采取了一系列发展与营销策略,这种策略主要表现在对中国体育传媒、体育竞赛、体育商品销售等方面。研究NBA中国策略,对于理性的分析NBA进入中国市场的利与弊,有效发展和促进中国篮球职业化、市场化进程,具有重要的理论价值和实践意义。
As one of the most successful professional leagues in the world, the international market expansion of the NBA has rapidly expanded its global impact. In particular, the NBA has taken a series of development and marketing strategies aimed at China’s huge consumer market. In the Chinese sports media, sports competitions, sales of sporting goods and so on. The study of NBA China strategy has important theoretical and practical significance for the rational analysis of the advantages and disadvantages of the NBA entering the Chinese market, and for the effective development and promotion of the professionalization and marketization of basketball in China.