摘要:作为全球最大的人口国家，外加极具篮球普及率的中国。所有的篮球迷会想尽一切办法通过各种渠道来获得与之相关的各类信息。而这些渠道中，最为普及的方法就是通过报刊杂志来获取信息。作为最为传统的媒介，这个媒介的传播方式更易为人所接受。适合各个年龄段的对篮球信息有所需求的受众。也具有一定的收藏价值。但是常常关注这些篮球报刊杂志的人不难发现一个非常普遍的问题，那就是NBA[1]中的各类新闻与消息占据了无论是综合性报刊杂志的体育版亦或是专业性体育报刊杂志的绝大部分版面。通过对现有中国媒介产业结构分析出，就是由于纸媒在我国仍旧有着稳固的地位。多数的受众仍旧会选择纸媒来进行信息的获取。另外一个原因就是我国有着广阔的市场，庞大的球迷群体，这些都吸引到了NBA的注意。他们利用自身高效的运转机制，加上成功的营销推广策略，在中国开展其商业活动。通过对NBA营销和推广手段的分析，了解到了它成功的原因。通过对我国国内市场的情况分析，知道了我国市场对于NBA全球化策略的重要性。正是因为，我国球迷对NBA信息的广大需求，再加上NBA看中中国市场的巨大潜力。就是这种相互作用的驱使，和我国媒介产业的市场化带来的导向性，才真正导致了与NBA相关的信息能够大面积占据传统纸媒的版面。

关键词： 媒介产业结构  纸媒  NBA 

Abstract:As the world's largest population countries, plus great basketball penetration in China. All basketball fans will do anything to get associated with all kinds of information through various channels. These channels, the most popular method is through newspapers and magazines to get the information. As most traditional media, the mode of transmission of the medium easier and acceptable. Suitable for all ages audience demand for basketball information. Also has some collectible value. But people often pay attention to these basketball newspapers and magazines is not difficult to find a very common problem, and that is all kinds of news and information in the NBA accounted for both the sports pages of general newspapers and magazines, or professional sports newspapers and magazines the vast majority of the layout. Through the existing media industry structure analysis, the paper media in our country still has a solid position. Most of the audience will still choose paper media to access to information. Another reason is that China has a vast market and huge fan base, to attract the attention of the NBA. They use their own efficient operation mechanism, combined with successful marketing strategy to carry out their business activities in China. NBA marketing and promotion means, I learned the reason for its success. By analysis of the situation of China's domestic market, know the importance of the Chinese market for the NBA's globalization strategy. It is precisely because the majority of our fans NBA information, coupled with the NBA fancy China's huge market potential. Is driven by this interaction, and the media industry in China market-oriented guide before the real cause of NBA-related information to a large area occupy the layout of the traditional paper media.

Key Words：  Media industry structure  Paper media  NBA