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近年来随着体育产业的发展,职业体育赛事越来越受到大众的喜爱,尤其是全世界著名的NBA赛事。作为全球营销最为成功的职业体育赛事之一,其通过抓住全球经济一体化的发展机遇,在中国不断地创新自己的传播策略,并且随着中国经济水平的提高,在精神层面越来越能满足中国人的需求。NBA作为一项体育赛事,具有商业性和文化性的双重身份。因此研究NBA文化在中国的传播策略对于中国体育赛事的发展具有重要的借鉴意义。分析NBA文化在中国的传播模式能够为中国体育赛事的职业化和市场化发展提供很好的借鉴和启示。
In recent years, with the development of sports industry, professional sports events are more and more loved by the public, especially the world famous NBA events. As one of the most successful professional sports events in global marketing, by continuously seizing the opportunities for the development of global economic integration, it constantly innovates its own communication strategy in China and is becoming more and more spiritually capable as China’s economy improves Meet Chinese needs. NBA as a sporting event, both commercial and cultural identity. Therefore, studying the communication strategy of NBA culture in China is of great significance to the development of sports events in China. Analysis of NBA culture in China’s communication mode can provide a good reference and inspiration for the professionalization and market-oriented development of China’s sports events.