【摘要】：美國(guó)職業(yè)籃球聯(lián)賽(National Basketball Association,簡(jiǎn)稱(chēng)NBA),于1946年6月6日在紐約成立(NBA的前身BAA在美國(guó)成立)。聯(lián)盟成立之時(shí)只有11支球隊(duì),如今的NBA已發(fā)展到到了30支隊(duì)伍,成為國(guó)際公認(rèn)的第一職業(yè)化籃球運(yùn)動(dòng)聯(lián)盟,甚至是第一個(gè)體育產(chǎn)業(yè)運(yùn)動(dòng)聯(lián)盟。1997-1998賽季,NBA的比賽在全世界109家電視臺(tái),195個(gè)國(guó)家,以41種語(yǔ)言播出,有超過(guò)6億戶(hù)家庭收看,收入將近40億美。2003-2004賽季,NBA賽事及節(jié)目以42種不同的語(yǔ)言透過(guò)151個(gè)不同的電視臺(tái)在212個(gè)國(guó)家和地區(qū)播放,涉及家庭超過(guò)75億戶(hù),觀眾31億人,收入超過(guò)50億美元。NBA在開(kāi)發(fā)本國(guó)市場(chǎng)的基礎(chǔ)上,積極探索拓寬國(guó)際市場(chǎng),走一條立足美國(guó)、走向世界的道路。NBA在不斷的擴(kuò)大他們的全球電視轉(zhuǎn)播網(wǎng)絡(luò),讓世界更多地方的球迷能夠從電視上欣賞到NBA的精彩賽事。不僅如此,贊助商對(duì)NBA的贊助也是種類(lèi)繁多,有對(duì)聯(lián)盟的贊助,也有對(duì)球隊(duì)的贊助,還有對(duì)某一次活動(dòng)的贊助。贊助商的規(guī)模、贊助的支持類(lèi)型和數(shù)量也是也非�？捎^。1995年,中國(guó)籃球協(xié)會(huì)創(chuàng)辦了“中國(guó)男子籃球甲級(jí)聯(lián)賽”(China Basketball Association,簡(jiǎn)稱(chēng)CBA),有12支球隊(duì),中國(guó)籃球開(kāi)始走上了職業(yè)化的道路,中國(guó)籃球市場(chǎng)的運(yùn)作也開(kāi)始逐步的專(zhuān)業(yè)化和市場(chǎng)化。然而,一直到2005年,CBA聯(lián)賽中才有廣東宏遠(yuǎn)俱樂(lè)部承認(rèn)已經(jīng)開(kāi)始盈利,其他的球隊(duì)依然處于入不敷出的泥潭不能自拔,CBA聯(lián)賽中依然有許多球隊(duì)處于虧損狀態(tài)。發(fā)展至今CBA有20支球隊(duì)。NBA為何能成為世界頂尖的職業(yè)籃球賽事,在職業(yè)籃球賽事中立于不敗之地,穩(wěn)固前進(jìn),這跟NBA成熟的贊助、營(yíng)銷(xiāo)是密不可分的。本文通過(guò)文獻(xiàn)資料法、邏輯分析法、比較分析法、數(shù)據(jù)分析法的研究方法對(duì)NBA與CBA贊助、營(yíng)銷(xiāo)進(jìn)行比較研究。首先對(duì)NBA與CBA贊助現(xiàn)狀的比較研究,找出NBA與CBA在贊助支持的類(lèi)型、贊助收入、贊助商的差距,然后通過(guò)數(shù)據(jù)、資料對(duì)比分析。然后,對(duì)NBA與CBA的營(yíng)銷(xiāo)現(xiàn)狀比較分析,包括NBA與CBA營(yíng)銷(xiāo)的影響因素(參賽球隊(duì)及l(fā)ogo、比賽質(zhì)量、其它產(chǎn)品開(kāi)發(fā)、電視轉(zhuǎn)播、公共關(guān)系、門(mén)票、廣告)、推廣策略的比較分析。最后,對(duì)NBA和CBA贊助與營(yíng)銷(xiāo)的關(guān)系進(jìn)行研究。從而全方位的進(jìn)行研究,找出兩者的差距,為CBA中國(guó)職業(yè)籃球聯(lián)賽更好的發(fā)展提出建議。研究結(jié)果顯示:一、數(shù)量多、規(guī)模大的贊助商需要成功的營(yíng)銷(xiāo)模式與策略做基礎(chǔ),而籃球賽事?tīng)I(yíng)銷(xiāo)需要更多的贊助支持類(lèi)型,一定數(shù)量和規(guī)模大的贊助商做后盾,營(yíng)銷(xiāo)活動(dòng)與贊助活動(dòng)是利益共同體,二者相互依賴(lài),相互促進(jìn)。二、籃球賽事?tīng)I(yíng)銷(xiāo)需要一定數(shù)量的球隊(duì)基礎(chǔ)。三、籃球賽事?tīng)I(yíng)銷(xiāo)需要球隊(duì)吉祥物要能調(diào)節(jié)好球場(chǎng)氣氛,球隊(duì)logo需要富有自身的文化色彩。四、籃球賽事?tīng)I(yíng)銷(xiāo)需要高質(zhì)量的比賽為前提。五、籃球賽事?tīng)I(yíng)銷(xiāo)需要對(duì)其它產(chǎn)品進(jìn)行多層次的開(kāi)發(fā)。六、籃球賽事?tīng)I(yíng)銷(xiāo)需要對(duì)籃球賽事進(jìn)行大范圍、高頻率的轉(zhuǎn)播。七、籃球賽事?tīng)I(yíng)銷(xiāo)需要有成熟處理、應(yīng)對(duì)公共關(guān)系方法和體系。八、籃球賽事?tīng)I(yíng)銷(xiāo)需要需要合理的門(mén)票價(jià)格,容納較多人數(shù)的場(chǎng)館,一定數(shù)量的觀眾。九、籃球賽事?tīng)I(yíng)銷(xiāo)需要大量廣告進(jìn)行宣傳。十、籃球賽事?tīng)I(yíng)銷(xiāo)需要完善的品牌推廣策略。建議CBA籃球賽事贊助、營(yíng)銷(xiāo)策略改革方向:一、尋求更多的贊助支持類(lèi)型、大規(guī)模的贊助商。二、CBA籃球聯(lián)賽球隊(duì)數(shù)量需要擴(kuò)充。三、CBA需要提高球場(chǎng)內(nèi)吉祥物活躍度。四、CBA職業(yè)籃球聯(lián)賽需提高比賽質(zhì)量,打造CBA品牌,加快聯(lián)賽市場(chǎng)化。五、CBA注重開(kāi)發(fā)其有形資產(chǎn)的同時(shí),更要重視對(duì)無(wú)形資產(chǎn)的開(kāi)發(fā)。六、CBA需要向全世界各個(gè)國(guó)際和地區(qū)的媒體提供CBA的新聞和消息。并充分利用電視媒體和報(bào)紙、雜志,對(duì)CBA進(jìn)行大力的宣傳。七、CBA需要制定一套符合自身要求的公關(guān)策略,來(lái)維護(hù)公關(guān)關(guān)系。八、CBA需要合理調(diào)整門(mén)票價(jià)格,增加對(duì)場(chǎng)館的建設(shè),并提高場(chǎng)館人數(shù)容量。九、全方位的加大對(duì)CBA籃球賽事的轉(zhuǎn)播,需找國(guó)際化的轉(zhuǎn)播合作伙伴。并加大廣告力度,維護(hù)贊助商的廣告權(quán)益。十、CBA聯(lián)賽營(yíng)銷(xiāo)不能局限于一種服務(wù)或產(chǎn)品,更重要的是對(duì)中國(guó)籃球文化的一種傳播。贊助、營(yíng)銷(xiāo)是職業(yè)籃球聯(lián)賽的重要市場(chǎng)行為,直接影響著職業(yè)籃球聯(lián)賽的市場(chǎng)收益。收益的好壞直接影響著職業(yè)籃球聯(lián)賽的發(fā)展。希望該研究對(duì)中國(guó)籃球賽事贊助營(yíng)銷(xiāo),對(duì)中國(guó)籃球聯(lián)賽科學(xué)、健康、有序的發(fā)展帶來(lái)一定的促進(jìn)作用和理論指導(dǎo)。
[Abstract]:The National Basketball Association (NBA) was founded in New York on June 6, 1946 (the NBA's predecessor, BAA, was founded in the United States). When the League was founded, there were only 11 teams. Today, the NBA has grown to 30 teams, becoming the internationally recognized first professional basketball league, or even the first sports industry. In the 1997-1998 season, NBA games were broadcast on 109 television stations, 195 countries, 41 languages, more than 600 million households and nearly $4 billion in revenue. In the 2003-2004 season, NBA games and programs were broadcast in 42 different languages through 151 different television stations in 212 countries and regions, involving more than 7.5 billion families. The NBA is expanding its global television broadcasting network to allow fans in more parts of the world to watch NBA games on television. Sponsors sponsor the NBA in a variety of ways, including League sponsorship, team sponsorship, and sponsorship of an event. The scale of sponsorship, the type and amount of sponsorship is also very considerable. In 1995, the Chinese Basketball Association founded the "Chinese Basketball Association" (abbreviated as "Chinese Basketball Association"). CBA), there are 12 teams, Chinese basketball began to take the road of professionalism, the operation of the Chinese basketball market has begun to gradually professional and market-oriented. However, until 2005, the CBA League in Guangdong Hongyuan Club admitted that it has begun to make profits, the other teams are still in the quagmire of not enough money to pull out, CBA League relying on. There are 20 teams in the CBA. How can the NBA become the world's top professional basketball tournament, in the professional basketball tournament in an invincible position, solid progress, with the NBA's mature sponsorship, marketing is inseparable. This paper through literature, logical analysis, comparative analysis, data analysis. Methods The research methods of NBA and CBA sponsorship, marketing comparative study. First of all, the NBA and CBA sponsorship status of comparative study, to find out the NBA and CBA in sponsorship support types, sponsorship income, sponsor gap, and then through data, data comparative analysis. Then, the NBA and CBA marketing status of comparative analysis, including NBA and CBA marketing impact factors. Finally, the relationship between NBA and CBA sponsorship and marketing is studied. Thus, the gap between the two is found out and suggestions for the better development of CBA professional basketball league are put forward. The results show that: first, a large number of sponsors need a successful marketing model and strategy as the basis, while basketball marketing needs more types of sponsorship support, a certain number of sponsors and large-scale backing, marketing activities and sponsorship activities are the interests of the community, the two are interdependent and mutually reinforcing. second, basketball marketing needs Third, the marketing of basketball matches needs the mascots of the team to adjust the atmosphere of the stadium, and the logo of the team needs to be rich in its own cultural color. Fourth, the marketing of basketball matches needs high-quality matches as the premise. Fifth, the marketing of basketball matches needs to carry out multi-level development of other products. Sixth, the marketing of basketball matches needs. Basketball matches should be broadcasted on a large scale and in a high frequency. 7. Basketball matches marketing needs to be dealt with maturely, and public relations methods and systems should be dealt with. 8. Basketball matches marketing needs reasonable ticket prices, a large number of venues, a certain number of spectators. 9. Basketball matches marketing needs a large number of advertising. It is suggested that CBA basketball sponsorship and marketing strategy reform should be carried out: first, seeking more sponsorship and support types, large-scale sponsors. second, the number of CBA Basketball League teams needs to be expanded. third, CBA needs to improve the activity of mascots on the court. fourth, CBA Professional Basketball League needs to improve the quality of the game. Fifth, CBA should pay attention to the development of its tangible assets, but also to the development of intangible assets. Sixth, CBA needs to provide CBA news and information to international and regional media all over the world. Eighth, the CBA needs to rationally adjust ticket prices, increase the construction of venues, and increase the number of venues capacity. Ninth, to increase the all-round broadcast of CBA basketball games, we need to find international broadcasting partners. Competition marketing can not be limited to a service or product, more importantly, it is a kind of dissemination of Chinese basketball culture. Sponsorship, marketing is an important market behavior of professional basketball league, which directly affects the market income of professional basketball league. Sponsorship marketing can promote the scientific, healthy and orderly development of China's basketball league.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：G841

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