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营销传播NBA与CBA营销传播方式的比较

发布时间: 2009-8-25


预读:,为CBA的营销传播开拓新思路,开辟新路径,也为中国篮球运动的进展献出绵薄之力。      【English Abstract】 The National Basketball Association (NBA) is one of the most influential and well-known competitions in the international sports field. It stands for the highest-level basketball match in the world. 营销传播NBA与CBA营销传播方式的比较
论文中文摘要:美国篮球职业联赛(简称NBA)是当今国际体坛最具影响力和美誉度的大型赛事之一,它代表着世界篮球运动的最高水平。NBA的成功离不开先进的营销传播理念和对策。NBA成功的营销传播运作全面整合了多种传播方式,协调利用不同传播渠道各自的优势特点,不断提升联赛质量,提升国际影响力,这对我国的男子篮球职业联赛(简称CBA)的进展与进步有着特殊的借鉴作用。体育营销传播是营销传播的一个分支,它以体育为基本点和核心要素,传递和交换的不只是简单的体育赛事信息,更重要的是一种潜在的思维意识和内在精神层面的力量,体育特有的情感效应将赛事产品和传播对象以自然灵活的传播方式连接在一起,传递一致的产品信息和服务形象,形成一股强大的合力,打造良好的传播效果,畅通产品与受众之间的沟通渠道。本论文试图以体育营销传播的角度入手,以赛事营销传播作为切入点,运用文献资料法、比较浅析法、案例探讨法、逻辑浅析法等探讨策略和相关知识,以赛场传播、媒体运用和活动营销三方面对NBA和CBA的营销传播方式进行比较探讨,阐述NBA和CBA各自的营销传播方式,以及比较浅析后二者的异同之处,借鉴NBA成功的运作方式和经验,即增强赛事营销传播意识,提升赛事产品质量,拓展赛事传播渠道,树立良好赛事形象,为CBA的营销传播开拓新思路,开辟新路径,也为中国篮球运动的进展献出绵薄之力。

【English Abstract】 The National Basketball Association (NBA) is one of the most influential and well-known competitions in the international sports field. It stands for the highest-level basketball match in the world. The success of NBA attributes to advanced marketing communication idea and strategy. Its successful operation of marketing communication combines all kinds of communication methods; meanwhile, it uses respective features and advantages of different communication channels, and then improves league quapty and international influence. Our Chinese Basketball Association (CBA) can draw lessons from this kind of marketing communication and try to make great progress constantly.Sports marketing communication, whose fundamental point and core element is sport, is a branch of marketing communication. It transfers not only competition information, but also potential thinking, consciousness and inner spirit strength. The special emotional effect which sports own connects competition product with communication audience flexibly; at the same time, transfers unanimous information. It forms a strong resultant force which makes high-efficient communication effect and smoothes the channel for communication.The thesis tries to start from the angle view of sports marketing communication and pay more attention to competition marketing communication. From court communication and media usage to event marketing, the article analyzes the marketing communication of NBA and CBA separately and the differences between them by the research methods of pterature, comparative analysis, case study, logical analysis and related knowledge, so that CBA can draw lessons from successful operation methods and experience of NBA, namely enhancing the awareness of competition marketing communication, promoting the quapty of competition product, expanding the channel for competition communication, and building up the good image of it. We can open up the new idea and way for marketing communication of CBA; meanwhile, expect to give some help to the development of Basketball in China.

【关键词】 营销传播; 体育营销传播; NBA; CBA;
【Key words】 marketing communication; sports marketing communication; NBA; CBA;
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