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美国NBA联赛在中国是最受欢迎的运动联赛,充分认识和了解NBA电视观众的需求差异,对于NBA开拓中国市场和国内联赛借鉴国际经验具有重要参考价值。本文利用市场抽样调查的数据,分析了南京市民欣赏NBA赛事的职业类群差异。结果表明:南京市民在欣赏NBA赛事时动机和目的、行为特征和结果反应等存在职业差异。
The NBA in the United States is the most popular sports league in China. It is important for the NBA to fully understand and understand the differences in needs of NBA TV viewers and learn from the international experience gained by the NBA in developing the Chinese market and domestic leagues. Based on the data from the market sample survey, this paper analyzes the differences in occupational groups that Nanjing citizens appreciate the NBA events. The results show that there are occupational differences in the motivation and purpose, behavioral characteristics and outcome of Nanjing citizens when they enjoy the NBA events.