since 1980s, the nba in the world since the middle of the spread of explosive, and become the most successful american spread the sports federation. in the 90's, the nba in china also gradually in jordan, led by nba star become numerous of chinese fans passionately adored, at the beginning of the 21st century, with the nba, yao ming and landed in nba entertaining, the nba in china reached another peak, and in 2006, the nba superstar kobe bryant began to become the focus of the world, where fans look through unremitting efforts and struggles, bryant became the top nba superstar and worthy of its popularity in air jordan china is achieved astonishing degree, media reports, the heat fans crazy, can hold almost all the places are there in the nba, "kobe bryant phenomenon of formal kobe and multi-faceted towards extreme kobe fans as many basketball workers of research. and as for the nba's most successful chinese output for a commodity, the study is actually kobe to the nba communication strategy and tactics of the business, is each sports journalist (especially basketball direction) important lessons.
1. "bryant phenomenon"
from the angle of fans, "bryant phenomenon" refers to the fans for bryant is infatuated with, and the crazy fans in china is the most representative.nike shox "kobe and fans are the most direct impact phenomenon", because by the fans, kobe bryant will be in other business, such as social cultural influence, so to speak, is the foundation of all fans. but amazingly, bryant among fans in china by negative and positive almost as much as the evaluation (indeed, in america and other places have similar phenomena, those who support bryant) who call "honey", and hate bryant is known as "black" section, everyday countless of honey and black hundreds of basketball in china in the bbs, someone said exhausted their energy, chinese basketball fans only two: families and honey. and both families honey or families, black in the chinese basketball fans eager concern for kobe bryant, the two groups of people hold diametrically opposed views from the two opposite embodies enormous influence. bryant,
1.1. families honey
the number zhongguoke is very big, in the basketball court, everywhere in kobe plays in children, shirt basketball related bbs and website, the article about bryant always daily articles gentie and cctv broadcast time, one of the nba's game, the lakers (kobe's team of high ratings always sms) -- general lakers opponent ratio for the support and then, say, want to have the nba basketball and places, you can feel the secco. honey, timberland boots they admired or the said bryant as "god" or a kind of call "slag, families of basketball and the nba's most enthusiastic to him. the most intuitionistic is when kobe bryant to china last year in thousands of fans flocking to shanghai to chengdu and kobe bryant with a shout, another shanhu tsunami large quantities of honey and kobe's commercial value highly recognized businessmen, according to statistics [1], kobe bryant's jerseys sales in china has been ranked first seven years in a row, even the chinese basketball player yao ming could shake its huge advantage. bryant's exclusive basketball shoes have successfully to the fourth generation, each generation shoes become numerous families of honey, is the main sponsors nike created huge profits.
with the increasing popularity of the internet in china, said the ball games, online, the ball as many basketball fans indispensable part of daily life, in the network world honey and showed a strong influence in china and several main basketball website and bbs, bryant's related sectors are always the attention:
sina sports bbs: kobe, total amount 1636083 disciples post, james knights, total amount 21435 post, yaomingzhi post, the total amount 972568, the federal (yi), the total quantity of post 320115 [2]
tiger: the lakers on physical nba bbs, posting 2164; today. the rockets, posting 1016; today. knight, posting 84; today. the celtics, posting 1646; today. the sun, [3] 1m 31.778s post today.
baidu bar: bryant, the total number of post 7697709, yao, always 660986 post count, james, total number of post 1543203, yi jianlian, adidas shoes total amount 1343990 post, mcgrady posting, total amount 4682057 [4]
from the above diagram can be seen in this group, kobe bryant, the high popularity is unimaginable, whether in sina, baidu website or in the mainstream sports like tiger at the site, the professional basketball is popular mingshu times, this second value for the popularity of the major sites and media in the nba and relevant content of total unavoidable will bryant on the first few, such as sina sports sharpen the depth of plate has four consecutive years will bryant as annual report characters, cctv in 2009 production of the nba basketball project: "top 10" and kobe bryant events related to occupy the three of them led the lakers, and its title is placed on the first, china's best-known nba magazine in 2009 dunk in the magazines have 12 magazines chose bryant as its cover, far ahead of the other nba star. can say, ed hardy in the nba, bryant is the most in the world by the chinese media marveling pet, the huge influence of honey and families are inseparable.
120. families black
besides large quantities of honey, chinese fans still exists in the black community outfights them, and honey, and they utterly abhor the opposite, whether kobe in real life are published in the online world or belittle a bryant's comments, whenever the lakers played a game, sina, open
