| Nowadays, there is an indisputable fact that NBA can be the most successful sample in the market development and management of professional basketball. With globalization and physical globalization, NBA not only promotes"thinking globalizeation, acting globalization"but also strengthens the expansion and development of oversea market to realize the NBA globalization.By using methods of document material, interviewing experts, statistics and logic analysis and with the theoretical knowledge of economics, physical marketing, this paper rearranges and investigates the expanding backgrounds and strategies of NBA oversea market in a comprehensive and systematical way. On this basis, the paper combines with the current development of CBA market, and further considers the referential effects of NBA oversea market's expansion on CBA market's development in order to provide reference for promoting and developing CBA market. The following are the preliminary conclusions drawn from the paper:1. The background of social development requires NBA to have oversea development: the development and popularity of world basketball need NBA to spread worldwide, and great profit drives the globalization of NBA, the saturation of domestic market and the competition of other professional sports alliances also force NBA to have oversea development, at the same time, American culture also motivates the globalization of NBA.2. During the process of developing the oversea market, NBA mainly used the following strategies: Actively absorbing international excellent basketball players, making use of oversea human resources to improve the quality of products and international fame, making propaganda by using print media, television and internet, gaining high profits, making propaganda by holding oversea matches, launching training camp and organizing charity activities in order to get good image of league matches, actively having the market development of licensed products all over the world to improve involvement of the league matches, making intimate cooperation with famous companies home and abroad, gaining great profits while improving the influence with the help of the international status of sponsors, attracting the eyeballs of global audience by using the package of the league matches itself and players.3. The successful operation of NBA's oversea market has a referential effect on the development of CBA market: CBA can borrow the experience of NBA's bringing in international players; what's more, it should also attach importance to developing and utilizing Asian market, and promoting emerging media. CBA can further expand the extent and quantity of community activities and increase their forms. When guaranteeing the quality of its authorized products, CBA ought to foot on domestic market, and speed up R&D of new products. In addition, CBA should strengthen its close cooperation with famous sponsors at home and abroad to make for standardization, attach much weight to publicizing and packaging players, and fully dig Star market.
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