| National Basketball Association(NBA) is now International Sports Union in the influence and appeal to the large one of the union, which position in the world basketball is the highest. NBA is so successful that it can not be separated from its unique organizational structure, especially marketing strategy. NBA through different ways to promote their own brands, improve the quality of the game, make the international influence, these to the future development of the Chinese Basketball Association(CBA) plays a huge role. The economic level of the world is growing, and sports events are developing rapidly. As one of the important competitions in sports, the basketball game is closely linked with the economy. With advanced marketing strategy, it will bring huge profits to the sp orts events.CBA has become China’s reputation, influence, business prospects and market development potential of the larger professional sports league. From the perspective of marketing analysis, CBA in marketing strategy and market development is not perfect, there are still some shortcomings. In now in the field of world sports league, the NBA is a successful model, it has a sound management mechanism, the club has high level professional players, coaches and staff, unique marketing strategy and draft, transfer system enable the club’s strength average, to the needs of the consumers and the fans for the purpose, to provide them with the best facilities and services, make full use of the power of the media to promote the NBA brand, and development of NBA products, mining and spare no effort to overseas players, to create a star player,, carry out a variety of international basketball promotion activities, has become an important reason for its success. Through the data collection and analysis, the use of literature, comparative analysis and logical analysis, comparison of the two marketing strategies of the various factors. Through NBA and CBA marketing strategy means to analyze, from the organization and property rights, infrastructure, market development, business strategy and other aspects of NBA and CBA to make a research. After comparison and analysis, find out the causes and CBA NBA marketing strategy for success in marketing strategy existing problems, such as imperfect management system, inadequate in frastructure and the quality of the match is not high, single income funds, CBA star effect is weak, competition system defects, lack of publicity, the activities of a single and brand awareness is weak. In the superior facilities, compared to the relative ly low compared to the competition and learn from the NBA’s advanced marketing strategy experience, finally draws the conclusion: CBA and NBA organization property there is a big difference, and the NBA and CBA teams relatively few matches, the offseason is short, CBA and NBA infrastructure, NBA all venues capacity is greater than the CBA venue venues within the CBA venue, CBA and NBA sponsorship compared, the difference in the NBA is not to sell the league and club naming rights, CBA all star activity, less organized large-scale public welfare activities, and fans less interaction in star image compared CBA star effect is the NBA star effect vary a lot. |
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