--- Why can NBA operate so well ?
姓名：张志鹏
班号：05班
学号：10327029
专业：微电子学
学院：物理科学与工程技术学院
Abstract:As every country contacts closely,globalization become an irreversible trend .Because America is the most developed country in global economy and culture,it has naturally become the most active areas of globalization.Why can the U.S NBA operates so well?Why can NBA become the world's highest level of basketball league?This article will explore the NBA's development model and know the globalization of America,and sums up the success factors of globalization.
Key words:globalization NBA success
Form 1946 to today, NBA has successfully become one of the world's most global organization ,and has great commercial value,which is a successful example of globalization of sports.NBA not only has huge economic benefits,but also has made tremendous contributions that promote the development of basketball.It creates a business model that can give us a lot of experience.Here we will explore the NBA's development model.
Ⅰ.Modern management model
NBA stands for National Professional Basketball League, which is the production of U.S. professional basketball league organizers. NBA's management system is the board system. NBA Board of Directors is the highest authority, and the structure is done by the owner or representatives of the club ,in which they raise money to operate the NBA, and they should report to the Board on time. Board of Directors use the way of voting to resolve major issues of the club and make decisions. Union's main task: to determine the number of professional clubs and reasonable distribution; decision athletes and reasonable distribution of flow; determine rules of the game, decided to match schedules; negotiations with the national news media, television broadcast rights for the sale and the income distribution; consultations tickets and income distribution, and develop programs; supervision of the affairs of the Union.
NBA's highest authority is the headquarters Office of the President, then it is 10 departments, namely the administration of the Ministry, internal and external liaison department, events, finance, human resources, the Ministry of Legal Affairs, Ministry of basketball operations, player training department, security Services Department , in which inside and outside the Department of the Ministry and the large-scale activities Department include 6 and 4 segments. In addition to the field , NBA also set up an asset management company, an entertainment company, a television and media company and the the WNBA.
The direct leadership of the organization is the professional club, and the club remain independent legal personality in the club. To safeguard the common interests of the League, the club owners will be part of the exercise of powers delegated to the Union on his behalf, but they still retain some decision-making power. It is an independent business organization, in which the club owner, general manager and staff deal with daily affairs, and the club hire club coach and a few special coaches to manage the training of sports. Clubs practice self-financing in the economy.
II. International players in the league
In order to open overseas markets, NBA began to recruit the best basketball talent around the world in the early 80s. In 19,NBA has the first foreign players named Vlade Divac from the Yugoslav. In recent years, NBA aimed to attract the various players from influential countries, and gave unprecedented passion for packaging,.In 2010 - - 2011 season, it had 83 international players from 38 countries or regions , and a lot of good players has become the NBA's leading superstar. These international players in the NBA teams enhance the strength of the city,and caused the home country's fans' pursuit ,which expanded the influence of NBA in active areas.Every year's All-Star Game also have several international players selected by fans ,which attracts the world's fans. International players play an increasingly important role in the NBA.
III. Promotional strategies of globalization
NBA attaches great importance to push the players and the game itself to overseas, and had set up overseas promotion agencies in the early time and designed a lot of plans. Back in 1978--79 season, the NBA champion Washington Bullets went to China and played two matches with the Chinese national team. In 1988, the powerhouse Celtics participated in the second session of the McDonald's Cup in Madrid, Spain, and Larry Bird, Parish and McHale chiefs and other stars showed their superb basketball skills in front of the European audience . The early nineties, NBA began to go to Mexico and Japan for exhibition games, which was even part of the regular season game held in overseas . It is worth mentioning that in the 1992 Barcelona Olympic Games, U.S. dream team united by Michael Jordan and Magic Johnson from N BA turned out, and they show the superior skills, effortlessly won the Olympic men's basketball game champion, and then the development of world basketball has had a profound impact. In addition, NBA held a McDonald Cup ,which is taked part in by all continents and the NBA championship that year and the competition is turned in all continents. Every summer, some famous players as the NBA's ambassador to the world tour of engaging in charitable activities, guide the development of local basketball ,which established a NBA good brand image through the young people in the world.A survey found that 85% of young people are the loyal fans of the NBA games, NBA's footprints exit all over the world .
IV.. International Media
NBA gives thousands of media services, and media types include newspapers, magazines, Internet, television and radio.In the 2002 - 2003 regular season and playoffs, NBA issued a record 2,454 international media cards, and 48 countries interviewed the NBA matches; in 2003 - - 2004 season, NBA program was broadcasted to the 212 countries by 151 different television partners with more than 42 different languages,and at least 3.1 billion people watched the tournament,.NBA. com is the first and the only an American professional sports league to provide the international website for the fans. As one of the NBA's important international markets, in addition to China Central Television , the growing number of local television stations began to broadcast NBA games. NBA not only realized the scope of coverage and the global spreading,but also obtained a huge costs in television,and in the same time ,it was a great publicity for its development of globalization ,which had laid a good foundation for its development.
Ⅴ. Superstar mode
NBA operators are well knew that players are of great value to the market. When Lakers and Celtics were world hegemony, the two teams have a star - "Magic" Johnson and "Big Bird" Bird. Two legends are push to the market as the image of the league, then many fans like them and then like NBA. In 90s ,Jordan was turned out as the main players in the world to promote NBA. Jordan's charming smile, the classic tongue movements and techniques conquer the world's fabulous fans, and even basketball players in other countries, making the NBA become a truly international league. After Michael Jordan retired, Shaquille O'Neal, Kobe Bryant, Iverson, Garnett, Tracy McGrady, Yao Ming are candidates for the new NBA. Yao Ming, Shaquille O'Neal and James and other NBA superstars are essential to a team. From the 2002-2003 season, Yao Ming rised the Rockets value from 255 million to its 2005 line of 422 million. O'Neal and James' joining, also gave their respective teams to bring a similar growth. Since 2003, selected from the NBA, "little emperors" help the Cleveland Cavaliers in value from 258 million to 3.56 billion U.S. dollars. O'Neill's join, also rised the value of the Miami Heat from 236 million U.S. Dollars to 3.62 billion U.S. dollars. The impact of superstar not only in home attendance, they will lead the sales of other related products of the team. Wade continues to mature ,which gets his jersey become the NBA's best-selling, so that the maximum benefit naturally is belong to the Miami Heat teams which has all related products.
VI.Cultural attractions
Sports and culture appeal to people's consumption, and in addition to material and physical needs , more importantly, people like to mentally and psychologically get pleasure.NBA through the race the core product, conveyed a positive spiritual and cultural philosophy, which was NBA important factors for success. By the great penetration in the economy driven ,the marriage of sports and the economy is not only a combination of form, but also the spirit of the concept of integration. Various well-known sports brand ads and the NBA ads have their agreement in the spiritual content.For example, Adidas's "impossible isno th in g", Nike's "ju stdoit", NBA's "I love thi s game", "where amazing happens", etc. It also includes relevant advertising slogan endorsed by star. These ads not only reflect the language of its own culture, but also reached an agreement with the sports spirit. This inherent cultural spirit, as adhesives,closely links the two brands ,breaking the traditional form of external cooperation. Internal consistency of the cultural spirit is the extension of their cooperation. NBA successfully give people the competitive spirit of sports culture through games, clothing, language, behavior, and many other cultural carrier , so that people get the mental and psychological pleasure and upgrade, which is one of the reason why the NBA culture is infectious .
Ⅶ.Abundant extension products
Competition is the NBA's flagship product , but the 1230 regular season games and dozens of playoff games each year is just the tip of the iceberg of NBA product. All-Star Game, NBA Draft, overseas competition, basketball carnival, Basketball without Borders, NBA training camps, basketball caravans are a direct extension product out of the race. In addition, NBA has produced and released a series of exciting video products, including video games, CDs, music and other multimedia products and so on. NBA brand has successfully expanded to other areas, including: located in New York City Fifth Avenue's "NBA shop", shop display and sell the world's most complete and suitable for all ages' NBA and WNBA licensed merchandise ; restaurant in Orlando NBA "NBA City", offers American cuisine and plays a unique multi-media programs, young and old can be here to enjoy exciting basketball, and participate in countless interactive basketball games. NBA's international business authorized more than 100 countries on 6 continents, providing fans of NBA licensed products (including sports clothing, sporting goods, football card, stationery, publications, video tapes, household goods, electronic games, toys and games, souvenirs and telephone cards) . 25% total global sales of licensed products are come from outside the United States ,and only in China,it is 20000 stores that sale NBA licensed products.
Conclusion:
Saw by the mode of development from the NBA perspective, globalization is an integrated business model that use a variety of means. It includes not only the success of market development, but also a global cultural tensile. At the process of promoting globalization, it also need to offer a variety of leisure and entertainment products, giving consumers the most services, so be sure that the consumer demand is the center.
At the same time, we can not ignore the role of the media about globalization, it can quickly deliver information so that it can give a very good publicity. The development of information, communication, transportation, computer, satellite, Internet and other technology, has made the global economy and culture into a multi-fields closely connected, interdependent and mutual interaction of the "village."
In addition, we can see that because the developed in the mass media, communication and transportation facilities, frequent international exchanges , the American culture, including their values, lifestyles and cultural commodities will spread to the world through various channels . As the popularity of English and the development of the Internet, the impact of American culture will be further expanded. From Coca-Cola, McDonald's to Disney, from Hollywood to cNN, NBA, American culture has become truly a "strong culture." Local language, customs and social life is being took the place by American culture.So, we see that globalization not only is the way of using economic means, but also is the way of using cultural means.
References:
Rosen, Charley (2009). The First Tip-Off: The Incredible Story of the Birth of the NBA. McGraw-Hill Professional. ISBN 0071487859.
Meng Xianzhong, Zhang Shiwei (2009)."Interpretation of the globalization of NBA and American culture"
Ding Jie ,Wang Gang (2006)."Interpretation of the globalization of NBA"
WEI Lei (2010)."Revelation of NBA Development"
Zhang Sen (2008)"Analyze the Power of NBA Globalization" He Nan Univ ersity Sports Institute, Kai feng 475001, China下载本文
