节点文献
对NBA中国赛产品定位的研究
Research on Product Orientation of the NBA Chinese Game
【摘要】 NBA是当今世界上比较成熟的体育赛事品牌,NBA中国赛的市场运作是一个成功的营销案例。采用文献分析法,利用营销学的产品理论对NBA中国赛产品进行了分析,对体育产品、体育产品的层次、品牌定位、品牌建立过程和产品的质量保证进行了讨论。
【Abstract】 It has been well accepted that NBA is seen as one of relatively matured sport competitions in the world wide.The marketing operation of NBA in the competition in China is regarded as a successful marketing case.Adopted the method of documentary analysis,based on the product theory of marketing,this paper conducted an analysis on the NBA China’s competition and explored the sport product,the classification of sport product,brand establishment,brand orientation and the quality assurance of product.
【基金】 国家社会科学基金项目(01BTY018)
- 【文献出处】 北京体育大学学报 ,Journal of Beijing University of Physical Education , 编辑部邮箱 ,2005年11期
- 【分类号】G841
- 【被引频次】34
- 【下载频次】817