03296ntm a22005297i 4500 000674558 CZ-PrVSE 20200530094249.0 m d cr n|||||||||| 200530s2020 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Liška, Ladislav ISIS:120565 dis Vstup NHL na čínský trh eng NHL Entry into the Chinese Market / Ladislav Liška 2020 ?? stran : digital, PDF soubor Vedoucí práce: Jitka Volfová Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2020 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2020 This thesis deals with the entry of the American professional hockey league NHL into the Chinese market. The main objective of the thesis is to examine the state of the Chinese sports market and determine the chances of the NHL to successfully enter the market. Besides that, the main objective of the work presupposes proposing appropriate suggestions to increase the probability of successful market penetration. The first part of the main objective of the thesis is achieved through the detailed elaboration of the state sports policy, monitoring the situation on the Chinese sports market, including a description of NHL’s competition and trends and identification of a typical Chinese sports consumer. The second part of the main objective is achieved by using SWOT analysis of marketing activities of NHL in China and their comparison with the knowledge gained in the theoretical part of the thesis. Also, using data obtained from qualitative research, conducted through in-depth semi-structured interviews with representatives of the NHL target group in China to bring new notions and ideas. This thesis provides a detailed overview of the current situation in the Chinese sports market, current trends affecting the Chinese consumer and recommendations for NHL are also applicable to other similarly focused entities. Způsob přístupu: Internet mezinárodní obchod [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Sports Marketing China SWOT Analysis In-depth interview Chinese Sports Market Chinese Consumer Volfová, Jitka, 1982- vse20251272250 ths Průša, Přemysl, 1980- mzk2007430834 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/70306/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/70306 Hlavní práce https://insis.vse.cz/zp/70306/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/70306/posudek/oponent/65708 Oponentura https://insis.vse.cz/zp/70306/podrobnosti dc:identifier NEPOSILAT VSKP vse70306 200530 70306