我国职业足球俱乐部品牌经营现状及对策研究

发布时间：2018-10-19 08:02

【摘要】： 在建设与市场经济体制相适应的社会主义体育新体制的浪潮中,中国足坛于1994年率先进行职业化改革,原有的专业足球运动队转变为自主经营、自负盈亏的足球俱乐部,按照市场经济规律运行并获得了较快发展,但同时也凸显出无形资产开发利用不够、市场化运作水平不高等问题。在日益激烈的国际市场竞争环境中,企业的竞争已经从传统的产品和服务竞争上升到品牌竞争。职业足球俱乐部作为一个经济实体,良好的品牌塑造和管理能够坚定消费者对俱乐部的喜爱和追捧,增加媒体、赞助商和社会对俱乐部的认同,并最终使俱乐部获得较高的经济效益和附加利益,因此,打造强势品牌成为我国职业足球俱乐部经营管理改革的当务之急。本研究针对目前国内对足球俱乐部品牌问题研究的空缺和薄弱,以打造职业足球俱乐部强势品牌为切入点,采用文献资料法、比较分析法、逻辑推理法等研究方法,在进行职业足球俱乐部品牌经营的内涵界定及国内外职业足球俱乐部品牌经营现状对比研究的基础上,探寻我国职业足球俱乐部品牌经营的制约瓶颈并提出相应的对策。研究认为:品牌经营将会为俱乐部带来巨大的价值,能够产生品牌溢价、促进业务增长、培养顾客忠诚、高筑竞争壁垒以及提升无形资产等。但与欧洲各大足球俱乐部相比,我国的职业足球俱乐部在一定程度上受到特有的宏观经济政策和体育运行机制的影响和制约,同时还存在着品牌经营意识不强、商务市场开发不力、球队竞技水平不高、球队名称更迭频繁以及品牌传播推广不力等阻碍品牌建设发展的问题,造成俱乐部品牌缺乏整体性和延续性,品牌价值也不高。虽然品牌经营遭遇困境,但这些情况都应该视为发展中的问题。足球俱乐部品牌的形成和建设是一个长期的过程,我国足球职业化仅仅十余年的时间,借鉴欧洲俱乐部的成功经验,职业足球俱乐部应该通过管理体制建设、商务经营开发、提高竞赛成绩等方式来夯实品牌经营基础,同时实施系统的品牌定位、品牌设计、品牌传播以及品牌维护等强势品牌创建策略,这样,俱乐部的品牌一定会在不久的将来得到改善,职业足球也必将迎来更好更快的发展。
[Abstract]:In the wave of building a new socialist sports system in line with the market economy system, the Chinese football world took the lead in the professionalization reform in 1994, and the original professional football team was transformed into a football club with independent management and self-financing. According to the law of market economy, it has developed rapidly, but at the same time, it also highlights some problems, such as insufficient development and utilization of intangible assets and low level of market-oriented operation. In the increasingly fierce international market competition environment, the competition of enterprises has risen from traditional product and service competition to brand competition. Professional football club as an economic entity, good brand building and management can strengthen consumer love and pursuit of the club, increase the media, sponsors and society to the club's identity, And finally make the club obtain higher economic benefit and additional benefit. Therefore, it is urgent to build a strong brand for the management reform of professional football club in our country. This study aims at the lack and weakness of the research on the brand of football club in China at present, taking building the strong brand of the professional football club as the starting point, adopting the method of literature, comparative analysis, logical reasoning and so on. On the basis of defining the connotation of professional football club brand management and comparing the domestic and foreign professional football club brand management status quo, this paper explores the bottleneck of the professional football club brand management in China and puts forward the corresponding countermeasures. The research shows that the brand management will bring great value to the club, can produce brand premium, promote business growth, cultivate customer loyalty, build high barriers to competition and promote intangible assets. However, compared with the major football clubs in Europe, the professional football clubs in our country are influenced and restricted to a certain extent by the special macroeconomic policies and sports operating mechanisms, and at the same time, there is a weak sense of brand management. The lack of development of the business market, the low competitive level of the team, the frequent change of the team name and the lack of brand communication and promotion hinder the development of the brand, which results in the lack of integrity and continuity of the club brand and the low brand value. Although brand management encountered difficulties, but these situations should be seen as a developing problem. The formation and construction of football club brand is a long-term process. The football professionalization in our country has only been more than ten years, drawing lessons from the successful experience of European clubs, professional football clubs should be developed through management system construction and business management. To strengthen the foundation of brand management by improving competition results, and to implement strong brand building strategies such as brand positioning, brand design, brand communication and brand maintenance. Club brand will be improved in the near future, professional football will be better and faster development.
【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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