NBA总裁DavidStern

NBA总裁DavidStern NBA总裁David Stern 斯特恩被认为是当今世界最伟大的职业经理人之一，1984年他开始担任NBA联盟的总裁职务，通过有力的商业包装、明星战略以及国际化以及国际化推广等措施将NBA发展成为世界上最成功的职业体育联盟，年运营收入超过30亿美元，以43种语言传播到215国家。旗下不仅拥有NBA、WNBA和NBDL三大联赛，还同时囊括了电视台、网络、杂志等媒体，经营范围涉足影视、餐饮、服装等各个领域，是唯一可以将触角伸向全球的庞大体育娱乐帝国，但斯特恩自称他全部的商业管理经验来源于他少时在自家杂货店的学徒经历。 1.明星效应。因为“魔术师”约翰逊、“大鸟”伯德和“飞人”乔丹，斯特恩麾下的NBA得以攀登到一个前所未有的高度。不可否认的是，是斯特恩最大程度地发挥了“明星效应”。 2.全球化。1987年，NBA举办了一项国际邀请赛，此举成就后来NBA职业球员参加奥运会，有了举世闻名的1992年“梦之队”。而现在，国际球员在NBA中已经成为一股重要的力量。 3.工资帽。工资帽最初制定时间是1983年，其时斯特恩还是联盟副总裁。但正是因为在斯特恩大力斡旋下，这项把老板从不堪的金融重负中解脱以及确保NBA“物价稳定”的措施才得以出台。 4.市场运作。NBA是第一个成为最有商业体育气息的美国主要体育联盟，而这完全是因为斯特恩尽最大努力包装、宣传球星和比赛，同时借助电视等媒体大大扩大了NBA的影响力。 5.形象。NBA在70年代末受暴力、吸毒等影响，形象跌入黑暗低谷。其时主持日常工作的副总裁斯特恩出台了“最严重违反药物政策的球员将得到终生禁赛”等措施，有力地制止了球员吸毒等犯罪，及时维护了NBA的良好形象。 6.全明星周末。在斯特恩任下，全明星周末成为一项流行的全球赛事，受到很多赞助商的青睐和追捧。 7.俱乐部市值。斯特恩充分发挥其擅长市场营销和推广的特长，让投资NBA的老板们大发其财。1984年，NBA球队市值一般是在1500万美元左右，而去年新成立的夏洛特山猫队，仅仅一个“新壳”就价值3亿美元。 8.人格魅力。NBA的“留在学校”推广 计划 项目进度计划表范例计划下载计划下载计划下载课程教学计划下载 非常成功，使得很多球员热衷于公益和社区服务事业，许多NBA球星因此成为国际体育圈中受到广泛尊重和认可的运动员。 9.种族平等。夏洛特山猫老板约翰逊成为美国主要体育联盟中的第一位黑人大股东，此外，NBA也是在种族平等方面做得较好和较公平的一个体育联盟。 10.扩军。斯特恩刚成为总裁时，NBA一共有23支球队，现在已发展到包括加拿大多伦多猛龙在内的30支球队。斯特恩已经把未来扩军的目光瞄向欧洲等地。 Case Study Dressed for Success: The NBA Cleans Up Its Image In 2006, Sporting News magazine named David Stern, commissioner of the National Basketball Association, the most powerful person in sports. Few could argue with the selection. More than any other sports figure, Stern‟s league was a billion-dollar enterprise, and his power as NBA commissioner was absolute and unchallenged. Under Stern, its commissioner since 1984, the NBA had flourished. It was bessed by a continuing parade of superhuman athletes-from Larry Bird and Magin Johnson to Michael Jordan and ShaquilleO‟Neal. It boasted more international players than any other professional sports league. Indeed, the league‟s largest player, Yao Ming, stimulated the entire country of China to become NBA fans. The same was true around the world, where basketball fever became contagious, from argentina to Australia, from Serbia to Israel. By the start of 2006, the NBA‟s dominance was indisputable. But little more than a year earlier-in one unforgettably vicious evening-the future of the NBA stood very much in doubt. The league and its commissioner faced the most significant challenge in their history: how to win back public opinion. The fight On November 14, 2004, the NBA suffered one of the ugliest scenes in sports history. A beer-filled cup landed on the chest of Indiana Pacers forward Ron Artest as he lay on the scorer‟s table triggered an unsightly melee between several members of the Pacers and fans of the Detroit Pistons at the Palace of Auburn Hills in Michigan. The place was bedlam. Players climbed into the stands to jump fans. Fans rushed the court to get at players. Security guards raced to untangle the combatants. Teams stormed into the locker rooms as the fans doused them with anything they could get their hands on. The next day, televised images of the brawl fan nonstop and slow motion throughout the nation. And that was just the half of it. , One headline read,”national Brawlers Association.” Another called the melee,”basket-brawl” , An editorial in a major newspaper described the NBA as being “long known as a halfway house for pampered, self-indulgent millionaire athletes, with minimally controlled tempers.” , Conservative talk show host Rush Limbaugh described the incident as “gang behavior on parade minus the guns. That‟s the culture that the NBA has bacome.” , Syndicated African American columnist Clarence Page commented, “The jaw-dropping footage has aired over and over again like an ad for some sort of a „Negroes Gone wild‟video. , Sports illustrated called it “a frightening wakeup call.” NBA Commissioner Stern acknowledged that the fight had instandtly turned nationwide public opinion against the league.”it became a convenient outlet for people saying „those thugs‟ and „those punks‟. And that‟s hurtful to NBA players and undesrved.” Clearly, the NBA had a huge public relations problem. The Aftermath In the days that followed, players and fans were subjected to lawsuits and criminal charges. Commissioner Stern immediately recognized the severity of the public opinion problem for his league. Two days after the fight, he handed out stiff penalties and suspended nine players. As to the fate of Artest, one of the league‟s premier players, Stern levied an unprecedented 73-game suspension-the remainder of the NBA season-and a $5.4 million salary loss. When reporters asked if the vote on the Artest suspension was unanimous, Stern answered,”Yes, one to nothing.” In dealing severely with those involved, Stern properly led with action rather than words. Nonetheless, the commissioner recognized that more would have to be done to repair the league‟s image. “We certainly focused on post-Detroit as a low point as far as perception of our league, ” Stern said. As to why the brawl led to a condemnation of the entire NBA, Stern was brutally candid: