From The Theory Of Coding To Analysis The Innovative Mechanism Of CCTV’s Promotion Marketing For NBA Events

The NBA is the most mature professional sports event in international marketing today,and has been widely recognized in China.Its brand and related products have a high degree of recognition.In the 33 years of cooperation with CCTV,the NBA has undergone major changes in the form of coding of events and related star resources in live sports events,sports news reports,and sports special programs.For NBA resources,how can television communication and marketing achieve integration and promote audience recognition in the process of coding and transcoding? This is the basic problem that CCTV-related programs face in the development phase.This article takes the CCTV program "NBA Prime Time" as the research object,and selects a total of 33 episodes broadcast during the 2018-19 season as the research content.From the perspective of coding theory,this article analyzes the basic form of CCTV’s NBA communication coding and the construction of news discourse.Method,and then analyze the innovative mechanism of its program for marketing NBA game resources,and explore from the dissemination of TV programs: how NBA game resources can add value in TV media;how TV programs rely on these resources to set innovative mechanisms and construct text,To generate new media identification,to achieve heavy media text.From the TV program coding method,media narrative direction,integrated marketing to see the innovative mechanism and performance of TV programs,so as to discover the basic direction of TV programs for resource marketing.This article uses the literature data method,content analysis method,expert interview method as the main research methods,and the "NBA Prime Time" 2018-19 season 33 program as the basic research text.The main content of this research is:using the combination of literature and interview methods,supplemented by the necessary text content analysis methods,to analyze the relationship between the narrative direction of the NBA Prime Time program construction,marketing innovation performance and the innovations it displays.mechanism.The main logical path of this research is the internal connection between program narrative and marketing.By analyzing the program narrative,we explore the marketing methods.The basic conclusion of this study is that integrated marketing is the main form of marketing for the "NBA Prime Time".The implantation of multiple narrative methods and different scenarios has strengthened the relationship between stars and fans and fan groups.Fully spread."NBA Prime Time" adopts integrated marketing strategies,integrating post-packaging,audience demand,and Chinese elements into the marketing of the show,and combining the performance advantages of TV media to improve the marketing effectiveness of the show.Aiming at the development of special TV programs for basketball,the recommendations of this study are: on the one hand,it is necessary to innovate the program content,reduce the proportion of the highlights of the game,and tap the potential viewing needs of the audience;on the other hand,maintain a uniformity from the post-editors to the host Rhythm to create a viewing atmosphere that is of interest to the audience.