| NBA国际化传播现状及策略研究 |
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| 引用本文： | 王晓东.NBA国际化传播现状及策略研究[J].广州体育学院学报,2009,29(1). |
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| 作者姓名： | 王晓东 |
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| 作者单位： | 广州体育学院,广东,广州,510500 |
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| 摘 要： | 运用文献资料、逻辑分析等方法对NBA国际化传播问题进行了研究,研究结果:NBA是目前全球国际化传播最成功的职业体育赛事,NBA的成功已经影响到其他联赛的发展方向,国际化成为职业体育赛事发展的重要战略.NBA国际化传播采用的主要推广策略有:利用国际球员提高比赛竞技水平和观赏性,给NBA带来了全球范围的高涨人气;通过多样化的国际推广活动培养人们对NBA的兴趣,向全球观众展示NBA品牌;通过廉价甚至是免费输送节目资源的手段不断"培育"全球市场,提高NBA的影响力;大力打造国际级NBA球星,对全球球迷形成广泛的市场号召力.
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| 关 键 词： | 国际化 传播 |
The Research on NBA International Spreading Current Situation and Its Strategies |
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| WANG Xiao-dong.The Research on NBA International Spreading Current Situation and Its Strategies[J].Journal of Guangzhou Physical Education Institute,2009,29(1). |
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| Authors: | WANG Xiao-dong |
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| Institution: | Guangzhou Sport University;Guangzhou 510500;China |
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| Abstract: | After researching on the issue about the internationalization spreading of NBA by using the methods of literature views and logic analysis,it showed,NBA is one of the most successful professional sports league on the internationalization spreading around the world,and its success have already affected the development direction of the other leagues,internationalization has become the important strategy for the development of the professional sports.the main strategies of NBA:Players' internationalization,whi... |
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| Keywords: | NBA |
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