NBA Event Brands Promote Research In The Chinese Market

NBA, the US professional basketball league, has now become the most influential sports league in the world. As the world's most popular sports brand, it has many star players, the luxury arena, popular exquisite events, and slogan, cheerleaders, mascots and other factors. These elements constitute its brand culture. While the NBA is not the first sports league, but it is a leader in sports brand promotion.By now, NBA has been introduced into China for 20 years, and China has developed into its biggest and most influential overseas market, with its popular events in China has attracted a huge fan base. Facing the absence of Chinese players in recent years, NBA changed the marketing strategy immediately to deal with the problem. Those flexible marketing strategy bring NBA tremendous economic and social benefits. So, the CBA league should draw on its experience and design our own promotion strategy.Based on literature data method, expert interviews method, logical analysis method, and searching from China Journal Net, CNKI, Chinese scientific and technical journals databases, this paper collect full documentation and make clearly sort out NBA's promotion strategy in Chinese market, which finally find out its useful tactics and the key to its success.NBA has precise division which separate management and operation into two parts, so this giant league functions smoothly. This can give China's CBA league great implications.At the same time, NBA has not always been easy in the Chinese market promotion, through interviews and documentations, this paper also put forward some suggestions for this: First, NBA now is short of Chinese players, so the hunters should find more potential Chinese basketball players and send them to NBA. Two, when NBA players visiting China, more visits should been arranged in some small cities, so that more fans can have a close contact with idols. Third, NBA should understand Chinese consumer habits and consumer levels, and then produce some affordable side-line products for fans.