摘 要随着近年来人们生活水平的不断提高，以及人们健康运动观念的盛行，职业体育赛事受到国人越来越多的追捧，尤其是 NBA 职业篮球赛事联盟，有着庞大的篮球爱好者基础、众多渠道合作赛事栏目以及官方合作背景，毅然已经成为国内最为成功的体育赛事典范。这与其独特的经营模式以及营销策略不无关系，其营销力在国内体育界达到了前所未有的高度，受到了广大爱好者的热爱。现如今 NBA 职业体育赛事联盟已经不仅仅是一种职业比赛的概念，更是成为了一种商业性和文化性相结合的产业集团。因此，本文通过研究分析 NBA 职业体育赛事联盟在中国有广泛的群众基础、多渠道的体育赛事栏目、良好的体育环境等营销环境后，进一步分析 NBA 在中国原生态的理念，原生态的硬件设施、原生态的工作人员、原生态的热场队和拉拉队、原生态的比赛过程等理念，最后运用 4P 营销分析手段对 NBA 在产品、渠道、分销、促销等四方面进行深入分析，从而为我国篮球事业的发展提供文献参考。关键词：赛事联盟；NBA；体育；营销AbstractKeywords：With the continuous improvement of people's living standards and the prevalence of people's healthy sports concept in recent years, professional sports events are more and more sought after by Chinese people, especially NBA Professional Basketball League, which has a huge foundation of basketball fans, many channels of cooperative event columns and official cooperation background, has become the most successful sports event model in China. It has nothing to do with its unique business model and marketing strategy. Its marketing power has reached an unprecedented height in the domestic sports industry and is loved by the majority of fans. Nowadays, NBA professional sports league is not only a concept of professional games, but also an industrial group combining commerce and culture. Therefore, based on the research and analysis of NBA professional sports league's extensive mass base, multi-channel sports event columns, good sports environment and other marketing environment...
