Take NBA for instance to talk about the benefits of embracing customers


In Chapter 9 of Li and Bernoff's Groundswell, we've learned the benefit of embracing customers: a new kind of development. If an enterprise wants to make money, it need to fully understand what customers want to get, and then match up.

Surprise and delight.
Sounds like a simple enough concept for how to treat fans. The National Basketball Association is doing very well at this point, the result of which help them earn a lot of money.
The NBA has four business strategies that are very successful.

1. Globalization promotion

As early as ten years ago, the competition of NBA has been spread to 215 different countries and regions through 43 languages and 164 different TV stations, involving 3.1 billion audiences. In addition, NBA is the only alliance that provides the official website of other languages except English.

2. Strong market partners

Now the partners of sports brand include Adidas, Nike and Reebok. The drinks includes Coca-Cola, food has McDonald's, network has AOL, entertainment has Disney, and even children's toys are sponsored by Lego company.

3. Star Maker

The National Basketball Association listens to the groundswell of people and wrappers the basketball player according to the fans' requirements. Take Yao Ming for instance, In order to open up the Chinese market, meet the desire of Chinese fans to see Yao Ming on TV, the Rockets got a large number of games live in the United States.

4. Unlimited extension of products

All-star, the NBA draft and the basketball Carnival are all the products that are extended by the competition. Fans want to see the NBA star play in their own country? Well! The overseas performance competition can make your dream come true!


The NBA operators are not just satisfied with the money which is earned in the regular season and the playoffs, and they take full consideration of the fans' will, and make a reform in NBA. Now let's talk about the 2018 NBA all-Star game. In previous years, teams were divided by the Eastern and Western Conference, but now, it turns into ‘Team LeBron’ vs. ‘Team Steph.’ 


Why is it changed? Because the player's defense was slack, and the goal was less and less ornamental, the result of which arouse the dissatisfaction of the fans. In order to make the game more ornamental, the alliance decided to make a change. They let two superstars as the captain choose their own players . In this way, Audiences can appreciate that the East and West players play in the same team. This is an unprecedented phenomenon which will definitely lead to extensive attention from the audience. The result of this change is optimistic, because the rating have increased by 8% from last year. Thanks for the opinions of audiences, the National Basketball Association has made a successful revolution!



However, plausible as the above circumstance may be, the significance for it can never be overstated when we take special company into account, like Apple. The main driving force in the sight of Apple is innovation. they try to improve their technological potential to earn more money. So,we need to take a balance between skill and humility. 

 In the end, let's watch the Top10 of  2018 NBA All-star.


评论

  1. TracyLI2018年2月19日 12:37

    Hi Haopeng, I totally agree your opinion that all successful revolution are based on their consumer. Consumer's support is an important thing for all company.

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  2. Unknown2018年2月19日 15:27

    The revolution of the all-star is meaningful this year. Happy to see such a wonderful game!

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  3. Qi Liu (Lance)2018年2月20日 10:07

    It's good to see how NBA put much weight on Chinese market in recent years. Now we could see some preseason games in China, and several marketing campaign were made towards Chinese audience, such as the celebration of the Lunar New Year by a group of NBA stars days ago. Nice blog!

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