美职篮联赛(NBA)与中职篮联赛(CBA)营销策略对比分析

NBA and CBA Comparative Analysis of Marketing Strategies

摘要: 本文分别从产品策略、品牌策略、宣传策略、公关策略四个角度对比分析NBA与CBA的营销策略，以总结CBA联赛存在的不足，并尝试探索符合我国实际情况的营销手段。结论表明CBA联赛目前存在专业的运营管理人才缺乏，品牌营销辨识度有限，市场推广和宣传乏力，联赛产品开发不足的问题；提出CBA联赛应该改善现有赛制，提升赛事质量，注重品牌构建，同时立足本土市场，注重强调亚洲市场的推广传播。

Abstract: This article compared and analyzed the marketing strategy of NBA and CBA respectively from four aspects of product strategy, brand strategy, advertising strategy, and public relations strategy, to conclude the shortcomings of the CBA League and try to explore marketing means in line with China’s actual conditions. The conclusion shows that the CBA League currently has the problems of insufficient operations management personnel, limited recognizable brand marketing, weak marketing and promotion, and inadequate League product development. It is suggested that the CBA should improve the existing system, enhance quality, focus on brand building, base on local market, and emphasis on the Asian market popularization.