浅谈美国职业篮球联赛NBA的推广营销策略 市场营销专业VIP专享VIP免费

题目：浅析美国职业篮球联赛NBA的营销策略摘要NBA是世界上水平最高的职业篮球赛事，本文通过分析美国职业篮球联赛NBA的运作，从产品策略、推广策略、品牌策略三个方面分析NBA的推广营销策略。我国职业体育联赛运营机制的建立和改革跟发达的欧美国家相比还很落后，通过对美国职业篮球联赛NBA营销推广策略的分析可以对我国职业体育的发展起到理论的借鉴意义。关键词：NBA；营销；品牌；启示AbstractNBAistheworld'shighestlevelofprofessionalbasketballtournament,thispaperanalyzestheU.S.professionalbasketballleagueNBA'soperation,fromproductstrategy,marketingstrategy,brandstrategytopromotethethreeaspectsoftheNBA'smarketingstrategy.ProfessionalSportsLeagueestablishmentandreformofoperationmechanisminChinacomparedwithdevelopedEuropeancountriesisstillverybackward,bytheUnitedStatesBasketballLeagueNBAmarketingstrategyanalysisofsignificancetodevelopmenttothetheoryofprofessionalsportsinChina.Keywords:NBA;Marketing;Brand;Enlightenment目录序言..........................................................................................................................................6一、营销的理论基础..............................................................................................................7（一）市场营销的基础理论...........................................................................................7（二）传播学基础理论..................................................................................................8二、NBA的产品策略分析.....................................................................................................9（一）组织构架..............................................................................................................9（二）价格策略............................................................................................................10（三）促销方式............................................................................................................10（四）无形资产的附加开发.........................................................................................10三、NBA的营销策略分析...................................................................................................11（一）营销中心的定位.................................................................................................11（二）营销方式的选择.................................................................................................12（三）营销策略的区域化.............................................................................................13（四）营销策略的全球化视角.....................................................................................13四、NBA的品牌策略研究...................................................................................................14（一）品牌组合............................................................................................................14（二）品牌形象............................................................................................................15（三）母子品牌的塑造.................................................................................................15（四）品牌扩展............................................................................................................16五、NBA的营销策略对中国职业体育发展的启示............................................................16（...