摘要
研究采用文献资料调研、问卷调查和数理统计等方法,以品牌理论的“品牌资产”作为基本分析单位,通过对国外足球俱乐部品牌建设成功经验的分析,提出品牌是俱乐部重要的无形资产与核心竞争力,是我国职业足球俱乐部长期、稳定、健康发展的关键,我国足球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。俱乐部品牌创建的过程实质上就是建立以观众为本的品牌资产的过程,其目的是要提高俱乐部的忠诚度、知名度、认知度、美誉度和联想度。我国职业足球俱乐部品牌创建的对策是:提高比赛质量、增强俱乐部信誉、建设俱乐部文化、加快俱乐部科技进步、改进联赛服务质量、强化公共关系、加强广告宣传、完善俱乐部管理、建立观众忠诚。
Through using the method of literature, questionnaire and mathematical statistics, taking brand asset of brand theory as basic analytical unit, this article analyzes the successful experiences of brand establishment of professional clubs in foreign countries ,puts forward that Brand is important intangible property and core competitiveness of professional football clubs. It is the key of long-term ,steady,health development of professional football clubs in China. The professional football clubs need to heighten brand consciousness and make brand establishment as core strategy of club development. In fact,the course of club brand establishment is to set up the brand property on the basis of customer,and the aim of brand establishment is to heighten the brand loyalty and awareness. The countermeasures of establishing the brand of professional football club are to improve the quality of match ,strengthen the club reputation,build the club culture,quicken the club science-technology advance,improve the service qualily, enhance the public relationship and heighten advertisement propagation,perfect the club administration and establish the audience loyalty.
出处
《中国体育科技》
CSSCI
北大核心
2006年第6期23-27,47,共6页
China Sport Science and Technology
关键词
足球
职业俱乐部
品牌
创建
中国
football
professional club
brand
establishment
China
