山东鲁能泰山足球俱乐部品牌创建研究

发布时间：2018-06-19 22:07

本文选题：品牌 + 品牌创建　；参考：《武汉体育学院》2008年硕士论文

【摘要】： 21世纪的中国经济已从产品经济转向品牌经济,品牌运营时代已经到来,打造成功的品牌,确立品牌优势已成为市场竞争决胜的最重要武器。作为新的经济增长点的体育产业也开始走品牌化道路。我国职业足球俱乐部的品牌创建与运营严重滞后于发达国家,尚处于起步阶段。对于职业足球俱乐部来说,品牌是俱乐部重要的无形资产与核心竞争力,是俱乐部长期、稳定、健康发展的关键,因此,俱乐部要增强品牌意识,把创建品牌作为俱乐部发展的核心战略之一。山东鲁能泰山足球俱乐部是中国足球老牌劲旅,于1998年1月5日由山东鲁能控股公司等11家法人企业发起成立,其前身是济南泰山将军足球俱乐部。俱乐部成立之初就确定了“建设百年鲁能俱乐部”的战略目标。通过实施股份制改造、商业化运营和企业化管理,俱乐部步入了健康、持续、快速的发展轨道。在俱乐部八年的发展历程中,始终立足于山东的两个文明建设,立足于职业化和百年俱乐部建设,努力坚持球队成绩和经营效益业绩两手抓的方针。近几年来球队的卓越战绩帮助俱乐部塑造了以“自我加压的负责精神、精诚团结的团队精神、奋不顾身的拼搏精神、追求卓越的创新精神”为主体内容的“鲁能精神”,并树立了鲁能品牌,提高了鲁能的知名度和影响力。本文首先通过对品牌和体育品牌的内涵、外延及效应的归纳总结,对俱乐部品牌的概念进行了界定;其次,对山东鲁能泰山足球俱乐部的概况和历史沿革进行了详细的阐述,并分析了山东鲁能泰山足球俱乐部品牌创建对鲁能集团、山东省体育产业发展以及中国足球事业的改革与发展所产生的积极意义;然后,对俱乐部品牌定位战略、品牌形象战略和俱乐部品牌维护与管理等几个方面对鲁能泰山足球俱乐部品牌创建过程中各个环节和因素进行了系统分析;最后,对鲁能泰山足球俱乐部品牌创建过程中的经验进行了总结,提出了建设性意见。本论文通过对山东鲁能泰山足球俱乐部品牌创建过程中的各种因素进行分析,为中国职业足球俱乐部品牌创建提供理论依据,并有较好的实际应用价值。
[Abstract]:In the 21st century, China's economy has changed from product economy to brand economy. The era of brand operation has arrived. Building successful brands and establishing brand advantages has become the most important weapon to win the market competition. As a new economic growth point, the sports industry also began to take the brand road. The brand establishment and operation of professional football clubs in China lags behind those in developed countries and is still in its infancy. For professional football clubs, brand is an important intangible asset and core competitiveness of the club. It is the key to the long-term, stable and healthy development of the club. Therefore, the club should enhance its brand awareness. To establish the brand as one of the core strategies of club development. Shandong Luneng Taishan Football Club is an old Chinese football powerhouse. It was founded on January 5, 1998 by Shandong Luneng holding Company and other 11 corporate enterprises. Its predecessor was Jinan General Taishan Football Club. The establishment of the club on the establishment of the "building a hundred years Luneng Club" strategic objectives. Through the implementation of joint-stock system transformation, commercial operation and enterprise management, the club has entered a healthy, sustained and rapid development track. In the course of eight years' development, the club has always been based on the construction of two civilizations in Shandong, on the professionalization and century-old club construction, and on the policy of grasping both the achievements of the team and the achievements of the management. In recent years, the team's outstanding achievements have helped the club shape the "Luneng spirit", which is the main content of the club, which is "self-pressurizing responsible spirit, sincere unity of team spirit, desperate fighting spirit, pursuit of outstanding innovation spirit" as the main content. And set up Luneng brand, improve Luneng's popularity and influence. In this paper, the concept of club brand is defined by summarizing the connotation, extension and effect of brand and sports brand. Secondly, the general situation and historical evolution of Shandong Luneng Taishan Football Club are described in detail. It also analyzes the positive significance of the establishment of Shandong Luneng Taishan football club brand to Luneng Group, Shandong Sports Industry and the reform and development of Chinese football industry. Brand image strategy, club brand maintenance and management and other aspects of the Luneng Taishan football club brand establishment process of the various links and factors are systematically analyzed; finally, This paper summarizes the experience of the brand establishment of Luneng Taishan Football Club and puts forward some constructive suggestions. Through the analysis of various factors in the process of establishing the brand of Shandong Luneng Taishan Football Club, this paper provides a theoretical basis for the establishment of Chinese professional football club brand, and has good practical application value.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G843

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