NBA China Marketing Strategy And Its Implications For Chinese Basketball Development

In recent years, professional sports by the rising popularity of theChinese public in the sports industry. Especially is famous in the world of the NBA,As one of the most successful professional sports events in the global marketing, It’sseize the momentum of global economic integration, through constant innovationmarketing strategy in China for more than a decade become more and more meet theneeds of the Chinese on the spiritual level with the improvement of the livingstandards of the Chinese people, also with the NBA basketball Company promotionin China. The NBA is not only a sports organization, but also has commercial andcultural business groups, so the NBA in China marketing is good for research todevelopment of Chinese basketball. The correct analysis of the advantages anddisadvantage of the NBA to enter the Chinese market can effective development andprosperity of Chinese basketball professionalism and market process.The article using the literature method, comprehensive analysis method andanalysis comparative law, from the theory of sports marketing, theory status quo,sports communication theory and integration of sports public relations theory to foranalysis the NBA overall marketing strategy and the NBA China marketing products,summing up the successful experience of NBA China marketing and the problemand summarizes the NBA China marketing strategy’s impact on Chinese basketballcareer. Finally draw several concluded:1. NBA global marketing strategy can be summarized as: the market strategy ofglobalization, the competition as a core product extension strategy,Multi-channel propaganda strategy and public relations strategy;2. The NBA marketing status quo of Chinese products includes the NBAmarketing product type in China, like game, entertainment products, Chinesebasketball sport stares and so on;3. Compared the NBA and CBA market development in China can besummarized as: NBA have the unique judgment; NBA adhere to their ownlocal strategy and never to be changed by anyone; No matter what, NBA onfans and the demands of consumers primary objective; NBA can use their ownintangible assets to make unlimited investment; NBA is dedicated to expanding the club benefits. As the same time, contrast the different home orfans culture including audition system from the NBA and CBA;4. NBA China marketing strategy for Chinese basketball developmentenlightenment mainly reduce to: Chinese basketball should strengthen theconstruction of mercerization and advance different perspectives of therelevant theory; simplify the system, update the management system thenstrengthen the reserve basketball talents.