体育赛事的品牌构建——以NBA全球推广策略为例

Brand Building of Sports Events: Taking Global Promotion Strategy of NBA as Example

投稿时间：2018-06-11

DOI：

英文关键词:sports events brand building NBA on-site construction public relations of sports events

基金项目:

作者	单位	E-mail
翁婷瑾	上海大学上海会展研究院	grace.wengtj@gmail.com
张敏	上海大学上海会展研究院	sdzhangmin@shu.edu.cn

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中文摘要:

本文采用文献资料法，以NBA全球推广策略为例，探讨体育赛事的品牌构建，提出体育赛事应把满足赛事观众的娱乐需求放在中心位置，努力实现从竞技体育向娱乐体育的定位转化；品牌主体应具有职业化的法律地位，面向消费者、赞助商和相关传媒三方，通过赛场和非赛场两条渠道，以体育赛事的公关建构为内在框架，以螺旋式发展为成长模式，精心实施明星策略、事件策略和传媒策略等营销整合，直接面对市场竞争，全面推进品牌构建。

英文摘要:

This paper adopts the literature method and takes the global promotion strategy of NBA as an example to discuss the brand building of sports events. It is proposed that sports events should focus on satisfying the entertainment needs of the audience and strive to realize the transformation from competitive sports to entertainment sports. The brand itself should have a professional legal status while facing consumers, sponsors and related media. With the building of public relations as an internal framework, sports events demonstrate spiral development through arena and non-arena channels. Star strategy, event strategy and media strategy should be integrated to directly cater to market competition and promote brand building comprehensively.

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