Propagation Of Chinese Public Relations MLB

MLB–the most famous Sports and sports brand of the four majorsports league in the United States, is very successful, not only in creating economicbenefits and huge social impact in the United States, but also promote the developmentof the sport of baseball in the world. In order to realize the globalization strategy ofMLB, MLB in2000, began to pay attention to China because of rapid development ofthe economy and culture.But due to the weak foundation, national sports system underthe special conditions and other reasons, the development of MLB in China isunsatisfactory, the face of China’s sports development of increasingly powerful, MLBmust be improve its public relations communication strategy to find out the sufficiencyto face the development of MLB in china again. This paper is intended to study publicrelations communication theory, combined with the data to give a comprehensiveanalysis of MLB in the PR strategy and improving the way it goes.The main part is divided into four chapters. The first chapter introduces the basicsituation and the development history of MLB, the important position of MLB inAmerican sports history, and analyzes the characteristics of MLB in the United Statesmarket spread; then the paper discusses the baseball and the development of MLB inChina, there has a long history that baseball in China, but the current developmentsituation of insufficient optimistic, the development is slow, while the MLB because ofmany reasons, in the country’s development situation is grim. The second chapter, onthe MLB of the public relations dissemination in the Chinese market, the author first hascarried on the theoretical research about public relations communication, then analyzesthe contents of the MLB market public relations dissemination in China. The thirdchapter, the author analyzes the heavy ink spread of public relations practice of MLB inchina. Not only the analysis of MLB in a variety of public relations strategy in China,also draw lessons from experience from the spread of NBA in China market. The writergive suggestions to improve the market for the spread of MLB in China in the last partof the paper.In short, MLB is one of the most important sports league, in China, dozens of yearsdevelopment is unsatisfactory. However, MLB relying on the vast Chinese sportsmarket, the development is very potential, the market prospect is also very broad, and itjust needs to promote a more systematic and scientific way, beginning from thebasicfoundation.Due to limited ability of the author, this thesis to explore the induction and theanalysis research, the research has some shortcomings, but I believe this will provide some reference for perfecting the system of MLB...