摘要：随着我国市场经济的深入发展，国民版权意识和文化价值认同感逐步提升，付费观看体育比赛已经成为了一种常态。而营销策略作为提高市场占有以及吸引顾客的一种手段，被越来越多的企业加以重视。74615

腾讯NBA于2015年正式买断NBA中国网络独家转播权，其后所指定的优秀的营销策略令人刮目相看。本文浅析了腾讯NBA营销策略的成功之处以及所存在的问题并提出了相应的应对措施，希望能对腾讯NBA以及其他体育转播平台的发展提供借鉴。

毕业论文关键字：腾讯NBA，营销策略，独家网络转播权，解决措施

Tencent NBA China exclusive network broadcast rights marketing strategy research

Abstract：The continuous deepening of China's economy is affected by the copyright and cultural value of the national impact, pay to watch sports games has become a normal。 The marketing strategy as a means to improve market share and attract customers, more and more enterprises to be taken seriously。 The rapid development of China's rapid economic development, the whole market will move forward, there will be more and more consumers are willing to put money into the cultural industry。

December 30, 2015, Tencent and NBA jointly announced that the two sides will sign a cooperation agreement for $5 for the year 500 million, when Tencent will replace Sina has exclusive NBA network in mainland china。 Faced with the new trend of the future development of the Chinese market, the establishment of a systematic and complete marketing strategy will be the key to the success of Tencent NBA in china。 This paper made a market investigation on the exclusive broadcasting rights of Tencent NBA in the network, analyzing its nearly two years of marketing strategy to find the problem, and put forward the corresponding measures for it, in order to make constructive suggestions for the future development of NBA Tencent。

Keywords: Marketing strategy, Tencent NBA, exclusive network broadcast rights, market research, solutions

目录

前言 1

一、相关理论综述 2

（一）腾讯NBA独家网络转播权相关概念 2

1、转播权的定义 2

2、体育产业 2

3、体育赛事网络转播特点 2

（二）营销策略相关概念 3

1、营销策略的基本内涵 3

2、营销策略的基本要素 3

3、营销策略的理论演进 4

（三）国内外研究现状 6

二、腾讯NBA中国营销策略现状 8

（一）腾讯NBA转播的市场现状 8

（二）腾讯NBA中国营销策略现状 9

三、腾讯NBA中国独家转播权营销策略的市场调研 11

（一）调研的方法和内容 11

（二）调研结果分析 11

四、腾讯NBA中国独家网络转播权营销策略具体问题及建设性意见 17

（一）、腾讯NBA中国独家网络转播权营销策略存在的问题 17

（二）、营销策略问题的建设性意见 17

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