Study On The Integrated Marketing Communication Strategy Of NBA

IMC(Integrated Marketing Communication) is the most important achievements of the 1990s marketing field.As a new marketing communications thinking, Integrated Marketing Communication is treated as a strategic market advantage weapon in the 21 st century.Integrated Marketing Communication is a hot research in marketing circles both in home and abroad,it produced a wealth of academic results domestic marketing field,including a considerable number of papers.NBA is one of the most successful professional sporting events,therefore,analyze the NBA’s marketing strategy with Integrated Marketing Communication is of great significance.The author of this article use law literature,interviews and case studies, combined with sports economics,marketing,sports management,such as knowledge management,use the theory of Integrated Marketing Communication analyze the marketing communications strategy of NBA and concluded that:In the NBA marketing communications,they treat customers as the core,make comprehensive use of various forms of dissemination,the value of its mining, integrated resource event,the development of value-added products,with star and partner advantage to open up overseas market,while continuing to clear the fans coordinated delivery of the brand,and the realization of two-way communication with customers,quickly establish the NBA in the eyes of customers and train a large number of loyal customers in order to achieve product and brand marketing to establish long-term.Further proved the theory of Integrated Marketing Communication has a realistic significance in sports marketing.