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摘要随着人们生活水平的不断提高，越来越多的人开始追求精神层面上的享受，而体育产业的出现就满足了人们的这一需求。人们通过观看体育赛事，以获得精神上的愉悦。在美国，体育产业对经济的贡献率超过10%，已成为第11大产业支柱，而我国体育产业的贡献率却只有1%。我国的体育产业亟待发展。我国的篮球职业化进程开始于1995年,我国的篮球事业取得了空前的发展。CBA的主要产品,即竞技表演,质量越来越好,产量也越来越高;从消费者(观众)的数目来看,消费市场稳步扩大。美国篮球协会（NBA）如今是美国第一大职业篮球赛事，它已成为全球国际化营销最成功的职业体育赛事。NBA早期立足于美国市场,在全球经济一体化的驱动下,于二十世纪八十年代开始拓展市场营销范围,积极开拓海外市场.中国当时正处于改革开放时期,随着物质生活水平的显著提高,居民对体育娱乐的需求不断提高,同时篮球运动在中国有广泛的群众基础,这为NBA进入中国提供良好的市场条件。NBA在中国进行市场营销的过程中,取得了巨大的经济效益和社会效益。在我国，随着社会主义市场经济的发展，体育赛事的市场化已成为必然，然而我国的职业体育赛事起步晚，水平与其他发达国家相比差距较大，因此，研究NBA的成功营销策略对我国体育产业的发展有重要借鉴意义。关键词：NBA,CBA,营销,中国市场1AbstractWiththedevelopmentofeconomic,moreandmorepeoplearepursuingtheenjoymentofspiritual.Sportindustrialcansatisfythosedamands.Peoplecanbeentertainedbymatches.InAmerica,sportindustrial’seconomiccontributionratecanreach10%,andbecamethe11thindustrial.However,inChina,itssportindustrialonlycontribute1%.China’sbasketballprofessionalizationwasbegunin1995.Sofar,itgotgreatimprovementwiththisyears’development.CBAbecameitsmainproductwhichwithqualityandproduction.Intheviewofconsumer,CBA’smarketarebecomebiggerandbigger.NBA(NationalBasketballAssociation)isthebiggestbasketballcareersportgameinAmerica,andnowithasbecomethemostsuccessfulcareersportassociationsontheinternationalmarketingintheworld.Withthedevelopmentofglobalization,NBAwhichoncerootedinAmericanmarket,hasbeenexplorednewmarketsince1980s,especiallyoverseamarket.Atthattime,Chinawasintheperiodofreformandopeningup.Chinesequalityoflivinganddemandofentertainmentwasrisingup.What’smore,basketballwaspopularinChinawhichwasagreatpointforNBAenteringChinesemarket.NBAhasgotgreateconomicprofitandsocialprofitfromitsoverseamarket.InChina,withthedevelopmentofsocialistmarketeconomy,peoplehaverealizedthatsportgamemustenterintothemarket.However,inChinathecareersportgamehasbeenundeveloped．So，itisquitenecessarytoresearchthestrategyofNBAintheinternationalmarketing,andlearntheexperienceofitssuccess．Keywords:NBA,CBA,Marketing,ChineseMarket1目录1绪论..............................................................................................................................................21.1题目背景及目的.................................................................................................................21.2题目研究方法.....................................................................................................................31.2.1文献资料法..............................................................................................................31.2.2逻辑分析法..............................................................................................................31.3论文构成及研究内容.........................................................................................................32NBA产品的发展现状.............................................................................................................42.1NBA产品在中国的市场现状...........................................................................................62.2NBA在中国的营销策略................................................................................................72.1.1电视体育营销........................................................................................................72.2.2品牌营销..................................................................................................................82.2.3公共关系营销..........................................................................................................92.2.4完整的广告策略。..............................................................................................102.2.5产品的质量保证..................................................................................................112.2.6NBA的娱乐营销。..............................................................................................113CBA赛事市场营销的基本现状.................................................................................................123.1电视营销现状...................................................................................................................133.2品牌营销现状..................................................................................................................144中国体育产业化发展中存在的问题.....................................................................................................144.1体育产业布局和结构不合理,发展不平衡.....................................................................144.2相关产业潜能没有充分发挥…………………………………………………………..144.3法律、法规不完善,缺乏优惠政策的扶持…………………………………………….154.4体育产业的管理人才匮乏,结构不合理……………………………………………….155.CBA赛事营销中存在的问题....................................................................................................155.1思想意识与营销意识僵化...............................................................................................165.2市场营销体制落后...........................................................................................................165.3联赛的品牌影响力差.......................................................................................................175.4缺乏专业篮球市场营销人才...........................................................................................17