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中国市场的体育营销—从体育推广到品牌协会 ——NBA篮球的案例

2020-12-16阅读(751)

中国市场的体育营销—从体育推广到品牌协会 ——NBA篮球的案例

论文摘要

本文旨在对西部团队运动在中国取得巨大成功背后的各种因素进行一个全面的分析,其次研究了当前的趋势以及未来的发展。首先是对中国从古到今对体育运动的态度进行研究,这些态度呈现了几种区别于西方传统体育文化的特点,也决定了西方体育联盟正试图达到的目标。其次,分析了西方体育进入中国市场最成功的案例：美国国家篮球协会(NBA)。该分析应用了若干相关的营销理念和模式来确定NBA今天在中国扮演这种角色的原因：“市场机器”,一个国际和国内品牌在中国和全世界范围内提高他们知名度和美誉度的非凡的平台。

论文目录

  • 摘要
  • Abstract
  • Ⅰ Introduction
  • 1.1 Problem definition and significance
  • 1.2 Research Approach and Objectives
  • Ⅱ Literature Review
  • 2.1 Key Marketing Definitions
  • 2.1.1 Sport Marketing
  • 2.1.2 Sport Promotion
  • 2.1.3 Sport Sponsorship
  • 2.1.4 Athlete Endorsement
  • 2.1.5 Branding definitions
  • 2.1.6 Glocal Marketing
  • 2.2 Relevant Theories
  • 2.2.1 Hofstede's Five Cultural Dimensions and their application to International Marketing
  • 2.2.2 The four Ps of Marketing Mix
  • 2.2.3 SWOT Analysis
  • 2.2.4 TOWS Matrix
  • Ⅲ Sports and the globalization of China
  • 3.1 The westernization of Chinese lifestyle
  • 3.2 Sports in China:The Origins
  • 3.3 Four oppositions to explain sport in China today
  • 3.3.1 Local vs International
  • 3.3.2 State Rigidity vs Privatization and Entertainment
  • 3.3.3 Loyalty vs Flexibility
  • 3.3.4 Team Bond vs Player Bond
  • 3.4 Explaining the oppositions through Hofstede's Cultural Dimensions
  • 3.5 A heuristic model of fanship structure and meaning
  • Ⅳ The NBA Branding Policies
  • 4.1 The NBA brand as a representation of American culture
  • 4.1.1 Brief Overview and Core Competences
  • 4.1.2 Vision and Mission
  • 4.1.3 Brand signals
  • 4.1.4 Brand substance
  • 4.1.5 Brand personality
  • 4.2 How the NBA brand became global
  • Ⅴ The NBA in China:Entry Strategy and Marketing Mix
  • 5.1 The first step:promoting basketball as a sport
  • 5.2 The NBA in China today
  • 5.2.1 The creation of NBA China
  • 5.2.2 Focus on personalities and endorsers:The role of Yao Ming
  • 5.3 Marketing Mix:Product
  • 5.3.1 Product Positioning
  • 5.3.2 Glocalization strategies for product differentiation
  • 5.4 Marketing Mix:Promotion
  • 5.4.1 Communication policy in China
  • 5.4.2 Media strategy
  • 5.5 Marketing Mix:Pricing
  • 5.6 Marketing Mix:Placement
  • 5.7 How the NBA's strategy paid off better than other western sports'
  • Ⅵ Exploiting the NBA's potential
  • 6.1 The NBA as a strategic partner for international brands in China
  • 6.1.1 Sportswear and footwear
  • 6.1.2 Telecommunication companies
  • 6.1.3 Food and Beverages
  • 6.2 The NBA as a strategic partner for Chinese brands overseas
  • 6.3 New Developments
  • 6.3.1 NBA-affiliated basketball league
  • 6.3.2 American players in the CBA
  • 6.3.3 Movies
  • 6.4 SWOT Analysis of the NBA in China
  • 6.4.1 Strengths
  • 6.4.2 Weaknesses
  • 6.4.3 Opportunities
  • 6.4.4 Threats
  • Ⅶ New Challenges
  • 7.1 Elaboration of a TOWS matrix
  • 7.2 Summary and Conclusions
  • 7.2.1 An exciting challenge for European football and other foreign sports
  • 7.3 Innovations and Limitations of my paper
  • 7.4 Potential research topics for the future
  • Ⅷ References
  • Ⅸ Appendixes
  • Ⅹ Acknowledgements
  • 附件
  • 卷内备考表

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    中国市场的体育营销—从体育推广到品牌协会 ——NBA篮球的案例
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