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Click to edit Master text styles,CONFIDENTIAL.FOR DISCUSSION PURPOSES,*,Click to edit Master title style,How do NBA become so,popular,？,NBAs business strategy,NBA,Basketball,Businessempire,NBA（National Basketball Association）,The four major professional sports of United States,Major,League-baseball,Rugby Union,basketball and Ice Hockey League,the richest league is the Basketball League,earning more than,$5,billion,although the NBA is not the most-watched League in North America,but it is the worlds most globalized and influential professional sports organizations and now 42 languages 212 countries live,and 750 million homes watching the NBA game.Mikan,Wilt Chamberlain,Bill Russell and Michael Jordan,Shaq,Yao Ming and other NBA heroes almost a household name.,One of the most successful marketing,NBA often appears as a success story in the business school marketing tutorial,the tutorial tells the story of how the NBA used big names stars brands selling League,the use of modern media means promoting the League,how to use internationalization strategies towards globalization,they portray League of NBA Commissioner David Stern the worlds best salesman.,。,In late 2005,United States renowned financial magazine Forbes made a special report on NBA commercial:The Business of Basketball.This special reports has a very detailed presentation about NBA management League in recent years ,Forbess first concern was the 2005 NBA 30 teams with an average value of$326 million,with an average rate of 9%.,In 1984,the NBAs market value fell to$15.5 million,17 of the 23 teams on the verge of bankruptcy,we could be the first to say goodbye with the NBA in this countrys four major professional leagues,because few people are interested in it,who worked on the project are some of the people into disrepute,they drug use and fights,.The United States well-known sports journalist tangnade Kaci wrote.Also in this year,lawyer-turned-New Yorker David Stern stepped in as President of the NBA as the fourth.He twisted everything.20 years later,Katz wrote.,How did Stern created a magnificent business empire today?,商业策略（commercila operation）,Strategy,：,Globalpromotion,Strategy,：,Powerfulmarketingpartner,Strategy,：,Star-makingcampaign,Strategy,：,Public undertakings,Strategy,：,Advancedsystems,热衷公益,事业,NBA,比赛与球员,全球化推广,“造星”运动,市场合作,伙伴,NBA,的市场运营模式及资源列表,5,种相关的商业领域营运都是围绕着,NBA,比赛和运动员,每部分都带动整体品牌的成功，并为合作伙伴提供广阔资源,先进的制度,策略一：,Globalpromotion,Aglobalcompetition,aglobalSportsAlliance,Alliance currently has a record of 76 players from 31 different countries,NBA game broadcast in 215 countries around the world through 43 languages,NBA annual activities in the various continents,NBA have 15 overseas offices,including 4 branch offices in greater China,with more than 100 employees,has spared no effort in World Basketball,NBA have 10 non-English sites including NBA.com/china NBA official site,返回,NBAinternationalpartners:,adidas,Coca Cola,EA SPORTS,nike,Reebok,Spalding,Strategy Powerfulmarketingpartner,NBAoverseaspartners(inselectedcountries):,AmwayAMWAY(China),Peak(China),China Mobile,CHINA MOBILE,Li Ning(China),McDonaldsMcDonalds(China),NokiaNOKIA(China),RedBull(China),返回,Strategy,：,Star-making,campaign,NBA generations Operators are brimming with starss value for the market,。,The 90 s magic and big bird two successive retirements,just by chance,Jordan turned out to make up for the vacancy,so stern promote NBA Jordan as the dominant player in the world.This strategy once again receives the effect,charming smile,the classic Michael Jordan tongue movements and fabulous technology conquered the world fans,even basketball players in other countries,makes the NBA truly a International League.,。,迈克尔乔丹,返回,Strategy,：,Star-making,campaign,Jordan had retired,Stern went in search of a new League spokesman.Bryant,Kevin Durant,LeBron James,Dwyane Wade are all new candidates,返回,NBA,关怀,篮球无疆界,Strategy,：,Public undertakings,NBA Cares is the United States Basketball League based on the NBA has long attention to the United States and around the world critical Social Affairs and establishment of community activities.,Through this multifaceted event,NBA,NBA teams and players of the League will raise$100 million for charity,contributing millions of hours of volunteer service to the community,and the establishment of 250 places for children and families live,learn and play.,NBA cares and international cooperation in youth-serving organizations in support of the education,youth and family development,and projects such as healthy living.,After the Wenchuan earthquake happened in 08,NBA has called on players in the League in a variety of way to solicit funds for the disaster areas.,Greatly improve the image of the league.,。,返回,Strategy,：,Advancedsystems,RelationsbetweentheUnionandtheclubs:,EachclubisforprofitindependentCorporation-company,Allianceisanon-profitbusinessorganization,isastrictcontract,Club:hasits ownmarketingdepartment,full-timerunninghis ownteamandStadium,Alliance:responsible for
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