| 摘要 | 第1-7页 |
| Abstract | 第7-12页 |
| Ⅰ Introduction | 第12-17页 |
| ·Problem definition and significance | 第12-14页 |
| ·Research Approach and Objectives | 第14-17页 |
| Ⅱ Literature Review | 第17-27页 |
| ·Key Marketing Definitions | 第17-22页 |
| ·Sport Marketing | 第17-18页 |
| ·Sport Promotion | 第18页 |
| ·Sport Sponsorship | 第18-20页 |
| ·Athlete Endorsement | 第20页 |
| ·Branding definitions | 第20-21页 |
| ·Glocal Marketing | 第21-22页 |
| ·Relevant Theories | 第22-27页 |
| ·Hofstede's Five Cultural Dimensions and their application to International Marketing | 第22-24页 |
| ·The four Ps of Marketing Mix | 第24-25页 |
| ·SWOT Analysis | 第25-26页 |
| ·TOWS Matrix | 第26-27页 |
| Ⅲ Sports and the globalization of China | 第27-41页 |
| ·The westernization of Chinese lifestyle | 第27-28页 |
| ·Sports in China:The Origins | 第28页 |
| ·Four oppositions to explain sport in China today | 第28-38页 |
| ·Local vs International | 第30-32页 |
| ·State Rigidity vs Privatization and Entertainment | 第32-33页 |
| ·Loyalty vs Flexibility | 第33-35页 |
| ·Team Bond vs Player Bond | 第35-38页 |
| ·Explaining the oppositions through Hofstede's Cultural Dimensions | 第38-40页 |
| ·A heuristic model of fanship structure and meaning | 第40-41页 |
| Ⅳ The NBA Branding Policies | 第41-50页 |
| ·The NBA brand as a representation of American culture | 第41-47页 |
| ·Brief Overview and Core Competences | 第41页 |
| ·Vision and Mission | 第41-43页 |
| ·Brand signals | 第43页 |
| ·Brand substance | 第43-44页 |
| ·Brand personality | 第44-47页 |
| ·How the NBA brand became global | 第47-50页 |
| Ⅴ The NBA in China:Entry Strategy and Marketing Mix | 第50-70页 |
| ·The first step:promoting basketball as a sport | 第50-52页 |
| ·The NBA in China today | 第52-58页 |
| ·The creation of NBA China | 第53-55页 |
| ·Focus on personalities and endorsers:The role of Yao Ming | 第55-58页 |
| ·Marketing Mix:Product | 第58-61页 |
| ·Product Positioning | 第58-60页 |
| ·Glocalization strategies for product differentiation | 第60-61页 |
| ·Marketing Mix:Promotion | 第61-65页 |
| ·Communication policy in China | 第61-64页 |
| ·Media strategy | 第64-65页 |
| ·Marketing Mix:Pricing | 第65-66页 |
| ·Marketing Mix:Placement | 第66-68页 |
| ·How the NBA's strategy paid off better than other western sports' | 第68-70页 |
| Ⅵ Exploiting the NBA's potential | 第70-87页 |
| ·The NBA as a strategic partner for international brands in China | 第70-78页 |
| ·Sportswear and footwear | 第72-74页 |
| ·Telecommunication companies | 第74-75页 |
| ·Food and Beverages | 第75-78页 |
| ·The NBA as a strategic partner for Chinese brands overseas | 第78-80页 |
| ·New Developments | 第80-82页 |
| ·NBA-affiliated basketball league | 第80页 |
| ·American players in the CBA | 第80-81页 |
| ·Movies | 第81-82页 |
| ·SWOT Analysis of the NBA in China | 第82-87页 |
| ·Strengths | 第82-83页 |
| ·Weaknesses | 第83-84页 |
| ·Opportunities | 第84-85页 |
| ·Threats | 第85-87页 |
| Ⅶ New Challenges | 第87-96页 |
| ·Elaboration of a TOWS matrix | 第87-89页 |
| ·Summary and Conclusions | 第89-93页 |
| ·An exciting challenge for European football and other foreign sports | 第90-93页 |
| ·Innovations and Limitations of my paper | 第93-94页 |
| ·Potential research topics for the future | 第94-96页 |
| Ⅷ References | 第96-100页 |
| Ⅸ Appendixes | 第100-103页 |
| Ⅹ Acknowledgements | 第103-104页 |
| 附件 | 第104-105页 |
| 卷内备考表 | 第105页 |
