Analysis Of NBA's Marketing Strategies In China

The globalization of the world has been increasingly rapid since 1980s. NBA was based on America market and started expanding its overseas market. China is the Number One target for its great condition. After a series of marketing strategies, NBA gained great profit in China, which increased NBA's name recognition, and foster a huge fan market. The reason why NBA is successful is because NBA has high-quality game product, and conduct product marketing and brand marketing by integrated marketing communication. However, because of the difference of politics, economics and culture, international sport organization has some problems inevitably, NBA has no exception. Thus, it is necessary for us to study NBA's marketing strategies in China, to give guidance for NBA's development in China in the future, and summarize enlightenment for Chinese sport organizations.This paper used literature review, expert interview, logic analysis and theory research. The conclusions are as followed:1. NBA's products in China includes TV broadcast rights, NBA China games, partnership with well-known companies and licensed products. These products are marketing themselves and in fact enlarge NBA's name recognition in China.2. NBA successfully uses integrated marketing communications, and each strategy is not isolated, they have connections among one another, they all serve for NBA's name recognition expansion in China.3. NBA is limited by Chinese laws and regulations, Chinese market is changing and the problems will exist for long time, NBA should adapt to its marketing goals and pace in China.4. NBA is an American organization, who has features of international marketing, there is great risk of it. NBA's marketing strategies in China shows globalization of the world and sport.