Research On The Marketing Development Of Intangible Assets Of NBA Venues

Sports venues is the basis factor of sport. Intangible assets as the valuable business resources are the important part of the venue. Through the development of sports venues we can widen financing channels of construction and increased income. At present, the development of intangible assets is at the low level and did not play the greatest value of intangible assets in China. While NBA is one of the sports association at highest level of market-oriented. NBA clubs during the development of intangible assets to form a mature management and development strategies. Therefore we need depth study of the development intangible assets of NBA venues and then we can summed up their successful experience and fators in order to provide a reference in China.In this paper, by using the research method of literature data, case analysis, comparative analysis, logic analysis and specialist interview, research is conducted on the development of intangible assets of NBA venues, and got the conclusion as follows:1.The intangible asset of sports venues is divided into resource-based intangible asset, knowledge-based intangible asset, right-based intangible asset, business-based intangible asset and concept intangible asset. Development of intangible asset is the process that the owner or operator of sports venue make the intangible resources into services product, to maximize the value of intangible asset.2. The core content of intangible asset is resource-based and right-based intangible assets in NBA. Government joint NBA teams, NBA teams joint other professional sports league team and NBA teams by themselves are the three management model for the development of intangible asset. In these three models, there are several different income distribution.3. The core of development strategy of intangible asset is market segmentation strategy and marketing mix strategy in NBA venue. The essence of development is to meet the needs of viewers and sponsors.4.The success factors for the development is have a good overall environment, clear relationship between owner and operator, maximize the customer value. The problem is there is the phenomenon of excessive commercialization and risk management need to be strengthened.5. The future development trend of intangible asset is resource-based and right-based intangible asset are still occupy an important position, Venue operator will pay more attention at ideas-based intangible asset Key Words:Sports venue; Intangible assets; Development...