首都体育学院学报
首都體育學院學報
수도체육학원학보
Journal of Capital College of Physical Education
2013年
1期
51~55
,共null页
篮球赛事 NBA 五力模型 价值链 市场竞争 竞争优势
籃毬賽事 NBA 五力模型 價值鏈 市場競爭 競爭優勢
람구새사 NBA 오력모형 개치련 시장경쟁 경쟁우세
basketball match;NBA;five forces model;value chain; market competitive;competitive advan- tage
从竞争优势理论视角，在分析NBA赛事五力模型及服务价值链基础上，探讨NBA赛事市场竞争优势的形成机制，并对NBA赛事市场竞争策略进行分析，为我国职业体育赛事开展提供借鉴。NBA赛事市场竞争策略主要表现为：球员国际化，提高NBA赛事产品质量；赛事价格差别化，合理控制赛事成本；增强媒体传播力度，扩大其影响力；注重品牌塑造，提高消费者忠诚。
從競爭優勢理論視角，在分析NBA賽事五力模型及服務價值鏈基礎上，探討NBA賽事市場競爭優勢的形成機製，併對NBA賽事市場競爭策略進行分析，為我國職業體育賽事開展提供藉鑒。NBA賽事市場競爭策略主要錶現為：毬員國際化，提高NBA賽事產品質量；賽事價格差彆化，閤理控製賽事成本；增彊媒體傳播力度，擴大其影響力；註重品牌塑造，提高消費者忠誠。
종경쟁우세이론시각，재분석NBA새사오력모형급복무개치련기출상，탐토NBA새사시장경쟁우세적형성궤제，병대NBA새사시장경쟁책략진행분석，위아국직업체육새사개전제공차감。NBA새사시장경쟁책략주요표현위：구원국제화，제고NBA새사산품질량；새사개격차별화，합리공제새사성본；증강매체전파력도，확대기영향력；주중품패소조，제고소비자충성。
From the visuals angle of competitive advantage theory, bases on analyze the Five Forces Model of NBA competition and service value chain, this paper discusses the formed mechanism formation of NBA competitive market advantage, and analyzes the competition market strategies of NBA as well. The main purpose is to provide the reference for professional sports games development in China. The NBA market competitive strategies mainly as follows： international player, improving product quality of NBA events, price difference of competition, rational control competition costs; enhancing media dissemination and ex- panding influence; focusing on brand shaping and increasing consumer loyalty.
