Comparative Study On The Mode Of Marketing Communication Of NBA And CBA

The National Basketball Association (NBA) is one of the most influential and well-known competitions in the international sports field. It stands for the highest-level basketball match in the world. The success of NBA attributes to advanced marketing communication idea and strategy. Its successful operation of marketing communication combines all kinds of communication methods; meanwhile, it uses respective features and advantages of different communication channels, and then improves league quality and international influence. Our Chinese Basketball Association (CBA) can draw lessons from this kind of marketing communication and try to make great progress constantly.Sports marketing communication, whose fundamental point and core element is sport, is a branch of marketing communication. It transfers not only competition information, but also potential thinking, consciousness and inner spirit strength. The special emotional effect which sports own connects competition product with communication audience flexibly; at the same time, transfers unanimous information. It forms a strong resultant force which makes high-efficient communication effect and smoothes the channel for communication.The thesis tries to start from the angle view of sports marketing communication and pay more attention to competition marketing communication. From court communication and media usage to event marketing, the article analyzes the marketing communication of NBA and CBA separately and the differences between them by the research methods of literature, comparative analysis, case study, logical analysis and related knowledge, so that CBA can draw lessons from successful operation methods and experience of NBA, namely enhancing the awareness of competition marketing communication, promoting the quality of competition product, expanding the channel for competition communication, and building up the good image of it. We can open up the new idea and way for marketing communication of CBA; meanwhile, expect to give some help to the development of Basketball in China.