business development strategy

since its establishment in 1946, NBA has changed from nothing to one of the most profitable professional leagues in the world, and has become a successful model for various sports leagues to follow. In the 61

years' history, the NBA used the first 31 years as the internal foundation for the cultivation of league level and commercial operation. After more than 31 years, it was introduced to the market and the world.

When the p>NBA started, it was like an amateur league for self-entertainment, with no influence. It was not until the 1953-54 season that the TV station broadcasted p>13 NBA games for the first time and paid the NBA $39,111. But in the next 21 years, although there have been two TV stations, NBC and ABC, which broadcast NBA games, neither of them paid NBA

a penny. This situation lasted until 1973. From the season of 1973-74, CBS signed a contract with the NBA and paid the NBA a broadcasting fee of 27 million US dollars for three years. After that, CBS *** renewed its contract with the NBA four times. By the season of 1986-87, the broadcasting expenses had risen to $74 million in four years, almost 5

times that of 2113.

In p>1984, Stern, who changed the fate of the NBA, became the fourth president of the NBA.

Almost all the rules and regulations, operation concepts, management methods, marketing and internationalization of the NBA were created by Stern himself or he mainly participated in it. During Stern's tenure, the total assets of NBA increased by 5 times. Stern also established entertainment projects such as NBA cable TV, NBA website, NBA City, NBA store and NBA

mobile bus, which have almost become the fixed operation mode of basketball league.

At present, the advertising revenue of NBA is increasing day by day. At present, there are Adidas in the clothing, Nike and Reebok in the sports shoes, Coca-Cola in the drinks, McDonald's in the food, AOL in the internet and even Lego in the children's toys. As early as the 2112-13 season, there were 19 sponsors designated by the NBA, and there were countless other advertisements.

When the p>NBA came to China, although tickets were expensive, it was still difficult to get a ticket. In Yao Ming-mad Shanghai, fans are willing to wait for 41

hours to get a ticket. In Beijing, more than 5,111 fans gathered outside the ticketing point, forcing the parties concerned to sell tickets nine hours in advance, and 5,111 tickets were sold out ranging from $21.75 to $362

.

Innovation of management system

Stern's greatness is not only to push the league to a higher level, but also to complete it. He has done a lot of institutional work to ensure the benign operation of the NBA, such as the broker system

(including the transfer of free agents), the negotiation system between players' unions and clubs, the introduction of wage caps, and the anti-drug convention. Today, the NBA has become a completely institutionalized organization, so it can last forever.

NBA draft system. In order to make the strength level of NBA teams not too different, thus increasing the excitement and intensity of the game, NBA

will hold the annual "draft conference" in late June after the annual finals. Generally speaking, students from all universities in the United States participate in the draft, all of whom are the best in the NCAA

National College Basketball League. Of course, in recent years, high school students and international players have increased. The NBA

ranks them according to their comprehensive strength. Then, according to the winning percentage of the year in the regular season, the teams are selected in order from weak to strong.

Draft is not just a media show aimed at hyping new stars, but an institutional mechanism that plays a vital role in maintaining the competitiveness of NBA

. There is no promotion or demotion in the major professional ball games in the United States.

one of the main motivation to stimulate the team's progress is the playoffs. The playoffs not only increased the number of games, but also really turned the game into a national event, and the profit was far from that of ordinary games. The further you go in the playoffs, the more money the team will make. However, only by this rule, the

NBA

will soon divide the rich and the poor. Imagine, when a team reaches the final round of the playoffs, it becomes a famous strong team in the United States, with rolling financial resources and a large hand in buying players. A team didn't make the playoffs, and its income decreased. Not only could it not afford good players, but it even had to sell its trump card. Over time, these two teams are not rivals,

the competitiveness of p>NBA declines, and finally only four or five teams play well.

The system used to balance this trend is the first draft pick. Every year in the NBA

draft, the weakest team picks the players first. Through the leverage of the draft system, the weak team can always get some energy supplement every year. If this priority is successfully used, the weak team will have a chance to come back to life. However, the chances of strong teams getting good players are relatively small, which makes the strength gap between NBA teams not too wide, ensures the level and quality of the game, and thus ensures the vitality of the NBA.

In addition, the player exchange mechanism between NBA teams also shows the desire of participating teams to "win-win" or "win-win"

. For example, the nine-man deal between the Warriors and the Mavericks is aimed at improving the strength of the two teams. In this transaction, the star players of the two teams, jamison and van Eijk Searle, were exchanged. In the Mavericks, although van Eijk Searle is first-class in strength and full of passion, his role is mostly icing on the cake because of Nash's stable play, and he rarely gives a gift in a timely manner. Because of the lack of inside strength, they are at a disadvantage in the confrontation with teams with strong inside strength like Lakers and Spurs. Therefore, getting a star player like jamison can not only improve the scoring ability, but also increase the inside height, which is of great benefit to the team. Similarly, although jamison is the number one star of the Warriors, Murphy, who is in the same position as him, made rapid progress last season, and he seems to have been able to replace his role because he is taller and stronger than him. Arena, the defender of the Warriors, won the "Best Progress Award" last season, but because he is young and unstable, he often can't help the team fight hard in key games. They once took a fancy to claxton of the Spurs and brought Bo Ekins, a "pocket defender", but these people are obviously not in the same class as van Eijk Searle. Therefore, the Warriors will let go of the number one star and welcome the Mavericks' backup guard. This way of thinking and behavior is the expression of expecting "win-win".

The starting point for the Rockets to get out of the doldrums is actually an important player exchange between the top management of the Rockets-Jackson for Wesley of the Hornets. Now in the NBA

, the rhythm of attack and defense conversion is getting faster and faster. In more than 21

games, the Rockets' top management has keenly discovered major problems-opponents have repeatedly pulled open the Rockets' defense line against Yao Ming's biggest weakness in speed (especially when grabbing the backboard in the backcourt to launch a counterattack), and not all the other Rockets' speed can make up for Yao Ming's weakness. Therefore, the Rockets executives did not hesitate to use Jackson, whose performance has been stable and excellent, in exchange for the Hornets veteran Wesley to make up for Yao Ming's lack of speed, making an incomprehensible but extremely correct exchange. As a result, it has brought about a major change in the team, and now the Rockets' four-fast and one-high starting lineup has been formed. The Rockets' record has also climbed all the way, and the development of Yao Ming has gradually entered the right track.

The playoff and draft system, one encourages the strong and the other helps the weak, not only stimulates competition, but also maintains the balance of strength among teams, and the exchange system plays a complementary role in resources. Therefore, the major professional ball leagues in the United States, including basketball, have not experienced the excessive polarization between the rich and the poor like European football clubs. You know, football is different from basketball, and it is very accidental that the weak team can beat the strong team occasionally, but in basketball, the strength of the two teams is divided to a certain extent, and the weak team cannot have a chance. Without the draft system,

NBA games would be unimaginable.

Market cultivation strategy

The NBA's "sneak attack" on China can be traced back to 1991. Yu Jia, a sports reporter of CCTV, said that David

Stern visited China for the first time in that year to discuss broadcasting the NBA with CCTV, patiently explaining what the NBA is, that broadcasting can be free of charge, and so on ... until CCTV agreed to broadcast it.

In p>1992, the "Dream Team" led by Jordan swept away thousands of troops at the Barcelona Olympic Games, conquering fans all over the world, and Stern duly pushed the NBA

to China. From 1991 to today, 12 TV stations in China have signed TV broadcasting contracts with NBA, and the coverage of NBA broadcasting in Beijing and other cities has tripled.

The NBA has also been "planning for a long time" to introduce China players. In the 1991s, Song Tao and Ma Jian were successively selected by the NBA

, but they didn't make it because of injuries and other reasons. In 1999, Wang Zhizhi became an "orthodox" NBA player. In just a few years, Yao Ming, Bater, Xue Yuyang and Wei Liu quickly followed suit, and more young China players were watched and observed by p>NBA scouts. The teams involved in China's players' abacus have more commercial motives than competitive considerations.

From a calm attitude, it is better to say that the huge business opportunities in the China market make the NBA

unable to resist the temptation than to think that the NBA is increasingly recognizing the standard of basketball in China. According to a survey of Pan-Asia Market Information, 75% of men aged 15-24 in China are NBA fans. Among all people aged 21-29, NBA

is their favorite sports league broadcast on TV, and more than 314 million viewers in China watch NBA

programs. Americans are more concerned about the success or failure of the China Games than China. Basketball critic Shan Lei analyzed that the discovery of China, a "new continent", opened another door for NBA

. At least Stern can stop worrying about the ratings of domestic and foreign markets.

According to statistics, the annual retail sales of authorized logo products in NBA are as high as 2.5 billion US dollars in the United States, but only 311 million US dollars overseas in the same year. For the decision makers of NBA

, they didn't see the economic benefits of several games through these games, spread the NBA brand, and develop and occupy the China market with a population of 1.3 billion as soon as possible. Soon, we will see more chain stores of NBA

related products enter China.

product development strategy

the foundation of a team's market is the professional level of the players on the court, which is just like the products on the market, which determines the success or failure of the enterprise. Therefore, we should develop the stars as we develop products.

several generations of p>NBA operators are well aware of the important value of developing star players for market development. When Stern came to power, the Lakers and Celtics were competing for the world, and each team had a superstar < P >-"Magic" Johnson and "Big Bird" Bird. Stern promoted this black and white superstar as the image of the whole NBA league to the market, which made fans like NBA as well as stars. After "Magic" and "Big Bird" retired in the 1991s, Stern took Jordan as the main star to promote NBA all over the world. This strategy once again received miraculous effect. Jordan's charming smile, classic tongue-sticking movements and mythical skills conquered fans all over the world, even basketball players from other countries, making the NBA an international league.

After Jordan retired, Stern began to look for new league spokesmen, including O 'Neill, Kobe Bryant, Iverson, Garnett, McGrady and Yao Ming.

NBA is an iron camp, and players' entry, exit and transfer make it a living water. The Rockets have a Yao Ming, which has made fans all over China flock to it. However, the NBA

is not strong enough, and the Kings, one of the teams with the largest number of international players, has been carefully selected as a backup. Divac's transfer weakened the appeal of the Kings, so Wei Liu entered the Kings and became another signboard of the NBA to attract China fans.

Over the years, there have been countless superstars on the NBA court, and the star-making movement has attracted more and more outstanding basketball talents, which has made countless superstars on the NBA court, and the appearance of superstars in turn has formed a greater market appeal for countless fans. From the point of view of market expansion, the popularity of the ball market and the expansion of the market directly benefit, of course, the NBA

brand and clubs are the first to be promoted, and the star players are also the beneficiaries of the success of market expansion. Over the years, the snowball of NBA has been getting bigger and bigger in such a development atmosphere.

internationalization strategy

In recent years, due to the rapid development of professional leagues in the United States, major league baseball, professional football league and professional ice hockey league are in full swing, and the university league, which has been thriving, has also surpassed the professional league in recent years.

NBA adjusted its strategy in time and set its sights on the international market. The NBA has 11 offices around the world, and international players in the NBA account for 15% of all players. These strategies of NBA

make it the most famous American domestic league in the world. Their success has affected the development direction of other leagues, and internationalization has also become the development trend of domestic leagues in the United States.

recruiting a large number of international players and introducing preseason and regular season to foreign countries have become effective means for NBA to attract the world's attention and expand overseas markets. Since 1991,

NBA has held preseason and regular events in Japan. With the development of China's economy, NBA began to target the China market again, and set up offices in Beijing and Shanghai. Over the past 21

years, the China market has been continuously "cultivated" by means of free and cheap TV programs. The source of confidence in the NBA is that "75% of young people aged 15-24 in China like the NBA (according to comments on the official website of the NBA

)", and the purchasing power of China people has been greatly improved and will continue to rise rapidly.

In 1979, 26 years ago, when the Washington Bullets, the champion team of NBA

, went to China for two exhibition games with the Chinese national basketball team, Chinese people still didn't know what NBA

was. Xia Song, a famous sports agent, recalled that many people in China thought that the basketball hoop in the United States was shorter than that in China, because players could dunk easily in NBA clips on TV.

NBA ball