本文選題：NBA + CBA��； 參考：《寧波大學》2009年碩士論文

【摘要】：2009年《福布斯》雜志公布了2008年名人收入排行榜的百強名單稱,前年年收入為3200萬美元的姚明,在全球經(jīng)濟下滑的情況下,商業(yè)價值卻直線上升。據(jù)最新的統(tǒng)計來看,姚明去年的總收入達到了5200萬美元,首次超過了科比和詹姆斯成為了NBA中的吸金第一人�！耙χ牎备鼣嘌砸γ鞯纳虡I(yè)價值將超過喬丹。姚明在中國時只是上海隊的一名普通球員,在眾多球迷眼里,也只是一個2.26米的大個子。姚明價值的開發(fā),讓我們不禁會想NBA與CBA的差距究竟在哪? 本文從NBA品牌傳播使用的策略以及NBA與CBA的比較上研究論述,歸納總結出品牌傳播的方法和策略。本文查閱從1995年起近500篇論文、書籍以及NBA、CBA官方網(wǎng)站提供的資料、數(shù)據(jù),其它調查網(wǎng)站、國外雜志報刊中文網(wǎng)的資料。運用文獻資料法、對比法、邏輯分析法等結合體育經(jīng)濟學、管理學、市場營銷學、傳播學的理論知識對NBA和CBA在品牌形象傳播策略上進行細致比較,并加以分析和論述。 經(jīng)過深入分析,找出了一些品牌傳播應該使用的方法策略:一、要注重品牌形象的親和力,國外品牌發(fā)展海外市場要格外注意本土化,本土品牌更要善加利用特有的親和力以貼近受眾;二、合理化運用媒體宣傳,預防負面消息傳播;三、做好互動交流,調查受眾動機,一切運作都圍繞受眾來設置;四、傳播要做到全方位細致傳播,要整合各種傳播手段全面滲透傳播。五、重視“去把關人”等新傳播理念。 另外,本文以詳實的資料記錄了NBA六十多年的發(fā)展簡史、CBA十多年的成長歷程以及NBA、CBA品牌經(jīng)營的動態(tài),在中國的發(fā)展過程。對NBA在使用新媒體技術的優(yōu)點上加以陳述。本文希望從傳播學的角度對CBA聯(lián)賽仍至中國體育聯(lián)賽的發(fā)展壯大、擴大影響力提供幫助。
[Abstract]:Forbes magazine in 2009 released a list of the top 100 celebrity earnings in 2008, saying Yao Ming, which earned $32 million a year the year before, has seen its business value soar amid the global economic downturn. According to the latest statistics, Yao Ming earned $52 million last year, overtaking Kobe Bryant and James as the first NBA scorer for the first time. "Yao team" also asserted that the commercial value of Yao Ming will surpass Jordan. Yao Ming was an ordinary Shanghai player in China and, to many fans, a 2.26 meter big man. The development of Yao Ming value makes us wonder what is the gap between NBA and CBA? This paper summarizes the methods and strategies of brand communication from the perspective of the strategy of NBA brand communication and the comparison between NBA and CBA. This paper refers to nearly 500 articles, books and materials provided by the official website of NBAN CBA since 1995, as well as other survey websites and materials of foreign magazines, newspapers, periodicals and Chinese websites. Combining the theory of sports economics, management, marketing and communication, this paper makes a detailed comparison between NBA and CBA in brand image communication strategy by means of literature, contrast and logic analysis. After in-depth analysis, we find out some methods and strategies that should be used in brand communication: first, we should pay attention to the affinity of brand image, and foreign brands should pay special attention to localization in developing overseas markets. Local brands should make good use of their unique affinity to get close to the audience; second, rationalize the use of media propaganda to prevent the spread of negative news; third, do a good job of interactive communication, investigate audience motives, and set up all operations around the audience; fourth, Communication should be all-round and meticulous, and all kinds of means of communication should be integrated. Fifth, attach importance to the "to guard" and other new communication ideas. In addition, this paper records the development history of NBA for more than 60 years, and the development of NBA brand in China. The advantages of using new media technology in NBA are stated. From the angle of communication, this paper hopes to help the CBA league to develop and expand its influence.
【學位授予單位】：寧波大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：G841

【引證文獻】

相關碩士學位論文 前1條

1 王子曦;美國職業(yè)籃球聯(lián)賽的中國品牌推廣策略研究[D];北京體育大學;2013年

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本文編號：1870675