| NBA profession league was successfully held, as the world basketball career pioneer, alsoled to the rapid development of sports industry. Study on it in China market model of integratedmarketing communication, has certain use value.This article uses the literature material law, questionnaire survey method, mathematicalstatistics method, combining with the related theories, the NBA in the Chinese market integratedmarketing communication mode to undertake an analysis, the main conclusions are as follows.1According to the theories of marketing, integrated media, the NBA in China, includingprogram evaluation, environmental analysis, objectives and strategy formulation andimplementation and evaluation of five stages, including the dissemination of results of integratedmarketing communication mode. Dialysis NBA management philosophy, combined with China’sspecific national conditions, I believe that the factors of the fans and consumers will increasinglyNBA attention, under the influence of this new marketing environment and the political and legal,cultural and natural environment, integration marketing communications model will be more andmore club operators attention.2Through this investigation, analysis shows that the NBA male fans as their targetconsumer groups, some of China’s more developed regions as a target market, CCTV and somesecond and third tier provinces and cities urban radio as a goal of its televisiontelevision gradually extended to some other provinces radio.3NBA China marketing should mainly take the localization strategy, actively marketingcommunication strategy. Organized by the NBA China Games, the cooperation with Chineseenterprises, attracting outstanding players, should be the basis of the relevant factors in a clearanalysis of the impact of integrated marketing of the NBA China market up implementation andto find appropriate to maximize the role of suppliers, middlemen, thus enhancing a clearunderstanding of the feelings of the fans, competitors, in order to stand out in the brutalcompetition in the market.4NBA is not according to specific laws and regulations of our country to developintegrated marketing strategies in China, lack of full cooperation and exchanges with the StateSports General Administration and CBA Basketball Association, ignoring the development of themarket segments of female fans in the choice of target groups, marketing communicationstrategy is not formulated for the specific conditions of different ages, educated people have notdone enough to strengthen them to watch the life-long awareness of the event. The aboveshortcomings should arouse a high degree of attention of the club management personnel, and asolid influence and attention in the NBA in the hearts of fans, thus increasing efficiency. 5NBA integrated marketing in China spreads to China’s professional league, a lot ofinspiration embodied in the correct attitude toward the players and basketball facilities, lift level,targeted the introduction of foreign players to develop the salary cap and luxury tax system, toestablish a good market operating mechanism, opening up overseas markets, emphasis on theintegration of the CBA brand and intangible assets, emphasis on a combination of several aspectsof product marketing and brand marketing, it should increase efforts to promote the marketingcommunications model, making it more and more in the sports sector sufficient. With the sportsmarket competition, China’s major sports events should be an appropriate reference for theNBA’s successful marketing strategy, to find their own defects, development of marketingcommunication strategies for their own development, marketing communications modelapplication in China’s large-scale sporting events more extensive and can fully play out his realeffect. |
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