Research On Niche Market Popularization and Development Strategy of International Mainstream Sports Events: A Case Study Based on MLB In China

Abstract

Major league Baseball (MLB), as one of the four major professional sports leagues in the United States, has a large number of spectators in countries including the US, Japan, Korea and Cuba. However, it is not as successful in China, an enormous sports market with numerous consumers, as it is in these countries. This paper will first introduce MLB and analyze its marketing strategies on social media and in other ways. Next, the paper will use the “4Ps” business model (price, product, place and promotion) to compare MLB’s strategies with NBA’s ones, which make NBA rather popular in China. In comparison, MLB falls short mainly in its price, place and promotion. As a niche sport in China, baseball has too complicated rules and watching game replays online is too expensive. MLB also lacks the specific strategies in China according to the country’s culture. Also, the paper will propose the reasons of its unpopularity from both internal and external perspectives. Both MLB’s competitive edges and disadvantages will be analyzed. Finally, suggestions in social media distribution, KOLs, sports popularization, and merchandise sale will be given for MLB’s gaining popularity in China.