摘要:随着我国改革开放的发展，体育产业的市场化经营已成定局，打造品牌是体育产业发展的必由之路。因此有必要研究国际成功体育赛事品牌的略，从而借鉴其成功经验。

　　　作为当今世界上经营最为成功的体育赛事品牌之一，NBA的成功具有很强的现实指导意义。本文以品牌学、体育营销学、组织行为学、服务营销学等相关学科理论为研究工具，系统、深入地研究和总结了NBA的品牌组合策略及品牌个性，分析了NBA的品牌传播策略。对NBA中国化营销进行SWOT分析，提出了NBA在中国需要注意的问题。NBA对我国体育赛事的品牌化经营具有较大的指导意义。 

关键词：NBA  NBA中国营销策略 NBA的借鉴

Abstract:With the development of China's reform and opening up, the market of the sports industry is a foregone conclusion, brand is the route one must take the development of sports industry. So it is necessary to study the success of international sports brand strategy, which draw on the successful experience of.

　　　As the world's most one of the sports brand success, the success of the NBA has very strong practical significance. In this paper, the sports brand marketing, organizational behavior, service marketing theory and other related disciplines as research tools, in-depth study and summarize the brand strategy and brand personality, NBA system, analyzes the strategy of brand communication NBA. NBA China marketing SWOT analysis, proposed the NBA in China need to pay attention to the problem. The brand management of NBA on Sports Games in China has great guiding significance.

Keywords: NBA ；NBA China marketing strategies ； NBA reference