Chen Meihong, Su Fuzhi, Tai Feng
School of Physical Education, Dongguan Polytechnic, Dongguan, China.
Department of Physical Education, Dongguan University of Technology, Dongguan, China.
Front Psychol. 2022 Jun 23;13:802732. doi: 10.3389/fpsyg.2022.802732. eCollection 2022.
The sport of baseball is one of the chief pillars of the American sports industry. Major League Baseball (MLB) is the oldest professional sports league in the United States. It has long since formulated comprehensive marketing strategies and global industry promotion approaches that have proved exceptionally successful. Accordingly, the study of MLB's marketing strategies and industry promotion approaches will be crucial for the development of baseball in China and the establishment of an industrial chain. This study employed the literature consultation method, the comparative analysis method, and the inductive method to analyze MLB's localized marketing strategies and development trends in China and obtained the following insights concerning MLB's promotion and industry development efforts in China: (1) MLB has used a "family sport" concept to promote baseball culture and employed a project culture approach to promoting the universal spread of the sport of baseball; (2) MLB has sought to join baseball with school sports as a means of developing baseball talent; (3) MLB has promoted its brand, established a baseball industry chain, and engaged in comprehensive market cultivation; and (4) MLB has strengthened baseball infrastructure and encouraged baseball's rapid development.
棒球运动是美国体育产业的主要支柱之一。美国职业棒球大联盟（MLB）是美国最古老的职业体育联盟。长期以来，它制定了全面的营销策略和全球产业推广方法，并取得了巨大成功。因此，研究MLB的营销策略和产业推广方法对于棒球运动在中国的发展以及产业链的建立至关重要。本研究采用文献查阅法、比较分析法和归纳法，分析MLB在中国的本土化营销策略和发展趋势，得出以下关于MLB在中国推广和产业发展的见解：（1）MLB采用“家庭运动”理念推广棒球文化，并采用项目文化方式促进棒球运动的广泛传播；（2）MLB试图将棒球与学校体育相结合，以此培养棒球人才；（3）MLB推广其品牌，建立棒球产业链，并进行全面的市场培育；（4）MLB加强棒球基础设施建设，推动棒球运动快速发展。
