| As a sport with high ornamental value and strong practicability,basketball has been widely loved by people all over the world since it came into being.The American professional basketball league(NBA),after more than 70 years of development,has become the model of basketball in the world,in the business operation,basketball concept,rules and the dissemination of sports culture has played a good example.By using case analysis and comparative analysis,this paper analyzes and explores the communication strategies of NBA sports culture in China,so as to better sort out the communication process of NBA in China and explore the unique value of NBA cultural communication to the development of Chinese sports.Firstly,this paper sorts out the close relationship between NBA sports culture and American culture,and shows the diversity,entertainment and global characteristics of NBA sports culture under the influence of American culture.Secondly,this paper reviews the process of NBA spreading in China,and specifically analyzes the specific communication strategies applied by NBA in this process.In the end,the author studies and forecasts the development of NBA sports culture to Chinese sports culture,especially the experience and enlightenment to the development of Chinese table tennis league and CBA league.Reviewing the course of NBA sports culture communication in China,we have a deep understanding of the advanced experience of NBA operation,including the unique business operation concept,the business model of global development,the full play of the positive role of media and the realization of sports culture communication in the process of business operation.At present,the reform of China's sports cause is imminent,through the study of NBA sports culture communication strategy can explore more beneficial reference for the development of China's sports cause.For CBA,creating its own brand culture and developing the domestic market is the top priority.We should start from the material conditions,focus on infrastructure construction,to create a unique stadium culture.At the same time,it is necessary to make good use of media means,increase the intensity of reports,and cultivate representative stars,so as to continuously enhance the influence of the league and make the CBA a real leader in Chinese basketball.As China's national sport,table tennis should explore the world market,expand the scope of influence,so that China's unique "table tennis culture" to the world.This is the most important task of China table tennis super league.Table tennis super league should have the courage to innovate,formulate rules with Chinese characteristics,and influence or even change the world's table tennis culture.From the practical point of view,we should find the strategy suitable for our own development,so that China's "table tennis culture" can also shine on the world stage. |
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