The Study On NBA China Games Marketing Communications

NBA China has been in China since 2004 for the first time already 13 years.Based on the 2004-2017 when held the 11 th NBA China as the research object,using literature research,case analysis and mathematical research methods,from the NBA in the development of domestic to overseas expansion in the NBA,NBA with Chinese origin to NBA season being held in China.To explore the reasons why NBA officials choose to participate in the NBA China game,analyze the value of the NBA China game,and offer suggestions on how to select the NBA China team in the future.This paper makes a comprehensive and systematic review and study of the NBA's expansion strategy in China and the NBA China competition in the perspective of global localization.Trying to find out the NBA China game behind the development of China's 13 years NBA China game development of the key factors,for the development of NBA China game restore a clear context,in order to further improve the overall level of competition.On this basis,combined with the actual situation of CBA league in China,it makes reasonable suggestions for the development and promotion of CBA league in China,and draws the following conclusions:1.The selection of the teams in the NBA China will not only guarantee the influence of the teams,but also the cost,and the intention of the teams to go to China.NBA China games host city based on the choice of the city has a great influence in the international economic potentiality,the media industry developed,and a large population of metropolis,or the city is close to the Chinese players and teams and establish cooperation relationship with the NBA big sponsors headquarters.The NBA has made its foundation in China more profound with its excellent games,the dissemination of multi-channel media and the public relations represented by stars and public welfare activities.The NBA also uses the ultimate fan experience and advanced game broadcast technology to retain fans' hearts.2.While the NBA China game is thriving,there are also many problems like star players play less time in the games.In China,the city is limited and the geographical imbalance;Chinese players are scarce and lack of competition and communication with local teams.3.The NBA has successfully relied on the promotion of global localization inChina,and it has also inspired the CBA league in China: the CBA league should strengthen enjoyment on vision.We should build our own local stars;which should strengthen the contact between the players and the fans.Each team could make their local stars and their different culture more effective;New media should be used to expand influence;Take advantage of pre-season promotion,and China should radiate to Asia.