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Jingdong book

NBA与商业

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Jingdong book

NBA与商业

Name: NBA与商业
Brand: Jingdong book
SKU: 3110045571
Price: 30.92 USD
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体育与商业结合，一起寻找NBA里的商业逻辑！

Content Description

当体育与商业结合，体育就不再是一项纯粹的运动，它有故事有情怀，更有利益和诱惑。职业体育的背后都有角度不一的商业考量。《NBA与商业》提供了一个从商业角度看NBA的视角，看全世界最庞大的篮球帝国如何运转，看贫寒出生的黑人小伙如何日进斗金，看NBA赛场内外的创意营销……让我们一起找到NBA里面的商业逻辑，真正理解这一运动！

Author Description

韩牧，原名韩昌元，界面新闻体育总监，原《财经天下周刊》高级记者，2013年底开始创办懒熊体育。

黎双富，知名驻美NBA记者，圈内人称“富哥”，是首个跟队进白宫采访的中国NBA记者，著有《斯特恩传》。

Catalogue

第一部分季前赛
CAA经纪帝国
萧华上任，听球星的话
马拉松与篮球拥抱
火箭队靠什么多年盈利
从NBA球星到“姚老板”
球星姚明“变”了
新秀们，做影帝还是纯球星
500亿美元，ESPN凭什么这么值钱
NBA全球化布局
NBA中国赛十年
球星访华，NBA文化推广利器
NBA球星中国行遭遇瓶颈之后
中国品牌当家NBA球星哪家强
闭着眼睛猜NBA开球时间
第二部分常规赛
乔丹复出，化身“主页君”
乔丹首登10亿富豪榜
体验科比训练，从优秀到卓越
你打个哈欠的时间，詹姆斯已经入账5美元
保罗登场，NBA魔鬼特训
再见，巴蒂尔
贝基·哈蒙，NBA第一位全职女教练
NBA女裁判的尴尬
詹宁斯NBA球员的营销之道
库班一位NBA老板的足球野心
不以盈利为目的的投资都是耍流氓
科比，NBA第一高薪的商业价值
第三部分季后赛
第八名如何暗算第一名？
NBA球星薪水拿到手有多少？
NBA球员的饭补
季后赛奖金那些事儿
NBA罚款都去哪儿了
詹姆斯回家的“经济效应”
这就是詹姆斯商业化的代价
篮网俄罗斯老板卖球队背后
卖票的创意
NBA如此多暂停跟商业有关
NBA70后，老将不死
第四部分总决赛
腾讯有钱任性
NBA直播新时代
耐克一场豪赌的胜利
Under Armour的中国布局
耐克旗下乔丹logo原因侵权被告
NBA全明星票选经济学：总理出面比伯效应
NBA招牌球是，改朝换代了吗
NBA赛场首对父子兵，但CBA已有四对
NBA球衣广告要开禁
中国元素“入侵”NBA
NBA这样过春节
第五部分花絮
NBA球员为何爱剃光头
发带的魔力
于嘉，收藏球鞋，玩物不能丧志
周玲安，从演员到解说员
“喇嘛”奥多姆，悲剧一幕幕
打造一款NBA球星鞋
NBA垃圾话艺术
CBA裁判可以从NBA学什么

Book Abstract

《NBA与商业》：
公益场不可否认的是，无论是大鲨鱼俱乐部还是NBA姚明学校，尽管最近三年来姚明的个人色彩越来越浓重，但其背后真正的主导者依然是那个大众耳熟能详的名号——“姚之队”。
作为姚明个人品牌价值和商业符号的规划者，成立于2000年的“姚之队”（章明基是2001年时才加入）对于姚明篮球事业的成功起到了不可替代的作用。
不过，随着姚明的退役以及在其他领域谋取成功，“姚之队”的角色以及姚明与团队之间的关系都在悄然间发生着变化。
过去“姚之队”核心成员包括章明基、陆浩、约翰-海逊格、比尔·达菲、比尔·桑德斯等，但现在由于姚明大部分时间都留在中国，美方的约翰·海逊格与比尔·达菲参与得越来越少。此外，团队扮演的角色也由过去姚明打球时的主动变为现在的被动。可以说，姚明已经成为现在这支“姚之队”的新队长。
据章明基透露，之前“姚之队”更多的是出谋划策，作为一个经营团队为姚明打理很多事情。而现在，“姚之队”则越来越转变成一个资讯团队了——为姚明提供一些信息，在决策过程中，姚明自己的想法也体现得越来越多。“从某种意义上讲，随着姚明的成熟，‘姚之队’所起的作用也在不断演变。”章明基说。
一个典型案例是，在“姚基金”的成立与运营中，姚明自己的观点和意见就起到至关重要的作用。“姚基金”成立于2008年汶川地震发生后，当时姚明捐赠了200万美元，并成立“姚明基金会”帮助灾区进行校园重建。
现在，“姚基金”隶属于北京众辉国际体育管理有限公司（众辉体育），同时隶属于这家公司旗下的还有易建联、丁俊晖、张琳、侯逸凡等知名运动员。
作为众辉体育的股东，姚明保持着跟团队成员至少两周开一个电话会议的节奏。
“姚明退役以后要转型做什么，实际上‘姚之队’没有一个专门的定位，我们都是为他服务，他想做什么，我们都配合。”陆浩说。
如今，陆浩名片上的职位也已经从之前的众辉体育总经理变为了现在的“姚基金”管委会委员。这位中国唯一一个同时做过足球与篮球总经理的人。目前负责着两个基金——黄杉基金和“姚基金”，前者投资体育行业，后者则从事公益慈善。
“做慈善嘛，人不能钻在钱里边。”曾有过体育、金融、贸易等行业经历的陆浩说，“我也觉得挺骄傲，能帮‘姚基金’找到公益慈善项目，我觉得也挺有成就感的。”“姚基金”的项目主要包括姚明慈善篮球赛与篮球季。从2007年起，每年夏天一些NBA球星都会来中国跟中国国家男篮队员打慈善比赛；而篮球季也已经连续举办了三届，从最初覆盖49所希望小学，到2014年已经达到了170多所。
说起来，篮球季的诞生有些机缘巧合。原本，中国青少年发展基金会带了一个从事教育的人来找陆浩谈，他们拿出1000万元来搞足球方面的公益项目。陆浩觉得这是个好项目，不过是在北京实施，而北京各方面条件都很完善，并不是公益活动最好的地方。“你要找需要帮助的地方，这才叫公益。”陆浩说。
最终，对方放弃了公益足球的想法，而此时的陆浩灵机一动：为什么“姚基金”不做呢？开始行动前，陆浩和他的团队进行了多方面的调研。“我们本来的想法是在‘姚基金’捐建的十几个希望小学里做试点，后来由于我们的宝马、史丹利等合作伙伴也都有捐建希望小学，他们要求这些学校也要加入篮球季活动。”陆浩说。
在被问及“姚基金”与其他慈善基金的不同之处时，姚明表示：“我想大家都有一个很好的意愿，为社会做一些事情，目标不同吧，但这不是对与不对，我们更关注青少年的成长，获取体育方面的诉求，包括生活中必备的素质。你可能关注的是篮球水平，但我们关注的是他们用怎样的态度去完成比赛过程。”姚明透露，篮球季主要关注的是那些留守儿童，他们缺少比赛机会，希望通过比赛让他们有一个正确的态度来面对竞争。
“我们查了下，希望工程有17000所小学，而这也是我们的目标。”姚明说。
不过与此同时，姚明依然面临着不小的挑战。用他自己的话来说，在中国做慈善与在美国是截然不同的：“美国一般是社区里比较有影响人出来，让大家去捐钱，媒体不见得会报道，关键是做完社区里都知道了。而我们理解的慈善则是一定要崇高，有巨大的社会效应。”“这种情况下，专业性的媒体很重要。比如，公益与体育结合会产生怎样新的话题？这就需要各方面记者去研究，而不是纯粹作为话题新闻去报道它。另外，公益的行规、体育的行规也很重要。公益本来就是大家自发自愿，在自己生活不受影响的情况下去帮助更多的人，所以特别需要保障大家的积极性。”姚明说。
眼下。随着“姚基金”篮球季的火爆，原本有公益想法的运动员或机构也希望能加入进来。比如原北京国安球员高雷雷，2006年时就捐建了一所希望小学，看到篮球季活动的影响力后，2014年开始跟“姚基金”开展合作。
无疑，这种场景正是陆浩和姚明希望看到的。
事实上，2003年“非典”开始，姚明就一直热衷国内各种慈善活动。“尽管姚明在篮球季和慈善赛上没有商业企图，但这对他个人品牌却很有益处。”张庆表示，姚明的慈善举动对其个人曝光度以及形象经营都非常有利。“这是相辅相成的，你发挥影响力做一些对社会有益的事，反过来它也会让你的平台继续曝光在公众的视野之下。”
……

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