The Comparative Study Of Nba-cba In Communication Strategy Of Brand Image

In 2009,"Forbes"magazine published the 2008 list of the hundred celebrity earnings list, said the former annual income of 32 million U.S. dollars of Yao Ming, in the global economic downturn, commercial value is soaring. According to the latest statistics indicate that Yao Ming, last year's total revenue reached 52 million U.S. dollars for the first time exceeded the NBA Kobe Bryant and James became the first person in the suction gold. "Yao's Team" also asserted that the commercial value of Yao Ming will be more than Michael Jordan in somedays. In China, Yao Ming just is a regular player in Shanghai's team. Also, in the eyes of many fans, it is only a 2.26-meter tall person. Yao Ming, the value of the development, lets us can not help wonder where the gap between NBA and the CBA?From the NBA brand communication strategy and comparison with CBA ,this paper proposes the research exposition summarized and brand communication methods and strategies. This paper inspection since 1995 to date, nearly 500 papers related articles, books and the NBA and CBA's official website provides the relevant information, data, other research sites, overseas newspapers and magazines of Chinese network information. The use of literature and data, contrast and logic analysis methods with sports such as economics, management, marketing, communications theoretical knowledge of the NBA and the CBA brand communication strategies in detail on the comparison, and analysis and discussion.After in-depth analysis, identified a number of brand communication in common use methods and strategies: First, should pay attention to brand affinity, foreign brands should pay particular attention to the development of overseas markets, domestic brands have to make good use of the unique affinity to close to the audience; Second, rationalizing the use of media campaigns, in order to prevention of negative news Communication; Third, do a good job interaction, surveys the audience motivation, All operations are centered on the audience to set up; Fourthly, communication to achieve full and meticulous communication, to integrate various means of communication and dissemination of full penetration. Fifthly,pay attention to some new communication concepts like"erase gate-keeper".In addition, this paper use detailed information record the NBA of 60 years of development history and CBA 10 years growth process, along with NBA and CBA brand management dynamic at work in China's development process. Metion on the merits of the NBA use of new media technologies in presented.From the Perspective of Communication Science,this paper hopes to can help the CBA, even the China's sports league to grow and expand it influence .