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Research on the Marketing Development of Intangible Assets of NBA Venues

Author: SunDa
Tutor: LinXianPeng
School: Beijing Sport University
Course: Humane and Sociological Science of Sports
Keywords: Stadiums Intangible assets Develop
CLC: G841
Type: Master's thesis
Year: 2011
Downloads: 215
Quote: 0
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Abstract


Intangible assets as an important part of the stadiums assets, is an important business resource, through the development of an intangible asset of the stadiums, you can broaden the the venue construction financing channels, to increase operating income of venues. Currently, our stadiums intangible assets developed in the low-end level, did not play to the maximum value of the intangible assets and the NBA as one of the professional sports leagues of the highest degree of market the clubs competition venues intangible assets developed to form a mature management and development strategies. Therefore, we need to study summed up their advanced experience in the stadiums intangible assets development and success factors of the NBA competition venues intangible assets development, to enable them to provide a reference intangible assets developed in our stadiums. In this paper, the NBA League 29 competition venues as the research object, using literature data, case analysis, expert interviews, comparative analysis method and logical analysis of the the NBA competition venues intangible assets developed in-depth study, summed up the following conclusions : 1. stadiums intangible assets mainly divided into resource-based intangible assets, knowledge-based intangible assets, rights type of intangible assets, type of operations of intangible assets, the concept of type intangible assets of five categories. Intangible assets developed stadiums is the owner or operator of the stadiums, the of intangible assets stadiums resources into service products, the stadiums process of resources to maximize the value of intangible assets. 2.NBA competition venues intangible assets to develop the core content of the resource-based and rights-type intangible assets. Government and NBA teams to jointly develop intangible assets management model developed NBA team with other professional sports league teams jointly develop and NBA teams alone the development of three modes. Clear revenue allocation in three modes for the different categories of intangible assets. 3.NBA competition venues core intangible assets developed the strategy of market segmentation strategy and marketing mix strategy success factors venues core intangible assets developed intangible assets developed essentially to meet the needs of viewers and corporate sponsors 4.NBA contest the stadium property rights clear relationship intangible assets developed a clear interest in order to maximize customer value for the development of the core; there is also the problem of inadequate risk management of intangible assets developed. The future trend of the 5.NBA competition venues intangible assets developed resources and rights of intangible assets still occupies an important position, the concept type intangible assets is important for shaping the formation of the image of the NBA teams and venues, and NBA teams home culture, by venue operator's attention.

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CLC: > Culture, science,education, sports > Sports > Ball games > Basketball
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