美国NBA市场运作策略及其社会文化背景  

NBA Market Strategy and Its Social and Cultural Background

作　　者：陈春燕[1] 

机构地区：[1]广东外语外贸大学体育部,广东广州510420

出　　处：《体育科技文献通报》2014年第2期103-105,共3页Bulletin of Sport Science & Technology

摘　　要：美国NBA作为一个家喻户晓的体育商业品牌,在为全球观众提供了极好的篮球享受的同时,也为NBA经营者乃至美国国家创造了巨大的经济与文化财富,这不仅仅依赖于球星们的精湛的篮球技艺,而且依赖于NBA成功的市场运作。NBA的成功不是偶然的,它有赖于美国深厚的社会文化背景。As a household brand of sports business, NBA provides basketball enjoyment for global audience, and creates a huge economic and cultural wealth for NBA operators and U. S. A. It not only depends on the players su- perb basketball skills, but also on the successful operation of the market in the NBA. NBA＇ s success is not acci- dental, it depends on the profound social and cultural backgrounds in the United States.

关 键 词：NBA 市场运作 文化 社会 体育商业 

分 类 号：G808.22[文化科学—体育训练]