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NFL作为世界范围内最成功的商业联盟,在中国的推广却举步维艰。通过SWOT分析法对NFL中国推广现状进行研究,发现其优势在于竞赛产品质量高,娱乐性强;劣势在于缺少中国元素,入门门槛较高;机会在于国内政策利好,超级碗赛事近年反响较好;威胁在于难以撼动NBA在中国的地位,以及难以克服文化的差异。根据上述结论提出NFL应继续加强橄榄球知识文化的普及;培育中国腰旗橄榄球和业余橄榄球联赛的发展;增加中国元素;借鉴NBA经验等建议。
NFL as the world’s most successful business alliance, promotion in China is struggling. Through the SWOT analysis of NFL China to promote the status quo, we found that the advantage lies in the high quality of competition products, entertaining; disadvantage is the lack of Chinese elements, entry barriers are higher; opportunities are good domestic policies, Super Bowl events in recent years better response; The threat is that it is difficult to shake the NBA’s position in China, as well as difficult to overcome the cultural differences. According to the above conclusion, the NFL should continue to strengthen the popularization of football knowledge and culture; to cultivate the development of China’s flag football and amateur rugby league; to increase China’s elements; to draw lessons from NBA experience and other suggestions.