美国NBA营销模式的特点及其与我国CBA营销实践的比较研究.doc

摘要：职业篮球联赛在美国已有悠久的历史，但我们国家的篮球联赛CBA只有短短的10多年。本文从营销策略的角度来对比分析NBA与CBA的差异，NBA在组织机构上分权比较合理科学各部门各司其责；场馆设施科学化人性化；注重自己形象与品牌的创造；与媒体合作密切，善于推广自己。而CBA在各个方面做的都很不全面，所以本文通过分析提供些许建议，要明确产权关系把CBA成为真正的经营实体，努力打造CBA品牌，深化与传播媒体之间的合作，希望为CBA的发展提供一点帮助。

关键词：NBA  CBA   营销模式  营销实践

Abstract: Professional basketball league in the U.S. has a long history, but our country's basketball league CBA only a short 10 years. This article from the Angle of marketing strategy to comparative analysis with the CBA differences in the NBA in the NBA organization decentralization reasonable science departments each department responsible; Venue facilities scientific humanization; Pay attention to his image and brand creation; In close cooperation with the media, good promotion himself. And in all aspects of CBA are not comprehensive do, so this paper analysis provide some Suggestions to make clear the CBA become real property right relations operational entity, to create the CBA brand, deepen cooperation between with the media for the development of CBA, hoping to provide some help. 

key word: NBA  CBA Marketing model marketing practice

　　　美国NBA篮球市场经过60多年的发展，已积累了比较丰富的管理经验和经营理念，成为世界职业化篮球市场发展的楷模。CBA自1995年创办以来，中国篮球协会为CBA的职业化商业化发展作了大量的努力，尝试了种种方法。正由如此，CBA才逐步走上了良性发展的道路。本文试图通过分析NAB与CBA的市场营销策略上的差异，以为我国职业篮球联赛的发展提供些许参考。