| NBA品牌的营销策略研究 |
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| 引用本文： | 赵剑,余双立.NBA品牌的营销策略研究[J].辽宁体育科技,2004,26(3):8-9. |
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| 作者姓名： | 赵剑 余双立 |
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| 作者单位： | 宁波大学初等教育分院体育部,浙江,宁波,315016 |
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| 摘 要： | 通过分析美国职业篮球联赛NBA的运作，总结出其全球化品牌得以成功的营销策略，即创建品牌群的品牌策略；充当媒体的角色策略；致力于同消费的营销沟通；品牌的全球化拓展策略。
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| 关 键 词： | NBA品牌 营销 策略 |
| 文章编号： | 1007-6204(2004)03-0008-02 |
| 修稿时间： | 2004年3月1日 |
A Study on the Marketing Strategy of NBA Brand |
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| Zhao Jian,Yu Shuangli.A Study on the Marketing Strategy of NBA Brand[J].Liaoning Sport Science and Technology,2004,26(3):8-9. |
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| Authors: | Zhao Jian Yu Shuangli |
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| Abstract: | By analyzing the operation of NBA, this paper concludes the marketing strategies which success in setting up the globalization brand. These are as the follows: brand strategy of setting up the brand group; strategy of acting as medium's character; strategy of marketing communication with consumers; strategy of expanding the brand in the world. |
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| Keywords: | NBA brand Marketing strategy |
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