本文選題：品牌 + 品牌創(chuàng)建�。� 參考：《武漢體育學(xué)院》2008年碩士論文

【摘要】： 21世紀(jì)的中國(guó)經(jīng)濟(jì)已從產(chǎn)品經(jīng)濟(jì)轉(zhuǎn)向品牌經(jīng)濟(jì),品牌運(yùn)營(yíng)時(shí)代已經(jīng)到來(lái),打造成功的品牌,確立品牌優(yōu)勢(shì)已成為市場(chǎng)競(jìng)爭(zhēng)決勝的最重要武器。作為新的經(jīng)濟(jì)增長(zhǎng)點(diǎn)的體育產(chǎn)業(yè)也開(kāi)始走品牌化道路。我國(guó)職業(yè)足球俱樂(lè)部的品牌創(chuàng)建與運(yùn)營(yíng)嚴(yán)重滯后于發(fā)達(dá)國(guó)家,尚處于起步階段。對(duì)于職業(yè)足球俱樂(lè)部來(lái)說(shuō),品牌是俱樂(lè)部重要的無(wú)形資產(chǎn)與核心競(jìng)爭(zhēng)力,是俱樂(lè)部長(zhǎng)期、穩(wěn)定、健康發(fā)展的關(guān)鍵,因此,俱樂(lè)部要增強(qiáng)品牌意識(shí),把創(chuàng)建品牌作為俱樂(lè)部發(fā)展的核心戰(zhàn)略之一。 山東魯能泰山足球俱樂(lè)部是中國(guó)足球老牌勁旅,于1998年1月5日由山東魯能控股公司等11家法人企業(yè)發(fā)起成立,其前身是濟(jì)南泰山將軍足球俱樂(lè)部。俱樂(lè)部成立之初就確定了“建設(shè)百年魯能俱樂(lè)部”的戰(zhàn)略目標(biāo)。通過(guò)實(shí)施股份制改造、商業(yè)化運(yùn)營(yíng)和企業(yè)化管理,俱樂(lè)部步入了健康、持續(xù)、快速的發(fā)展軌道。在俱樂(lè)部八年的發(fā)展歷程中,始終立足于山東的兩個(gè)文明建設(shè),立足于職業(yè)化和百年俱樂(lè)部建設(shè),努力堅(jiān)持球隊(duì)成績(jī)和經(jīng)營(yíng)效益業(yè)績(jī)兩手抓的方針。近幾年來(lái)球隊(duì)的卓越戰(zhàn)績(jī)幫助俱樂(lè)部塑造了以“自我加壓的負(fù)責(zé)精神、精誠(chéng)團(tuán)結(jié)的團(tuán)隊(duì)精神、奮不顧身的拼搏精神、追求卓越的創(chuàng)新精神”為主體內(nèi)容的“魯能精神”,并樹(shù)立了魯能品牌,提高了魯能的知名度和影響力。 本文首先通過(guò)對(duì)品牌和體育品牌的內(nèi)涵、外延及效應(yīng)的歸納總結(jié),對(duì)俱樂(lè)部品牌的概念進(jìn)行了界定;其次,對(duì)山東魯能泰山足球俱樂(lè)部的概況和歷史沿革進(jìn)行了詳細(xì)的闡述,并分析了山東魯能泰山足球俱樂(lè)部品牌創(chuàng)建對(duì)魯能集團(tuán)、山東省體育產(chǎn)業(yè)發(fā)展以及中國(guó)足球事業(yè)的改革與發(fā)展所產(chǎn)生的積極意義;然后,對(duì)俱樂(lè)部品牌定位戰(zhàn)略、品牌形象戰(zhàn)略和俱樂(lè)部品牌維護(hù)與管理等幾個(gè)方面對(duì)魯能泰山足球俱樂(lè)部品牌創(chuàng)建過(guò)程中各個(gè)環(huán)節(jié)和因素進(jìn)行了系統(tǒng)分析;最后,對(duì)魯能泰山足球俱樂(lè)部品牌創(chuàng)建過(guò)程中的經(jīng)驗(yàn)進(jìn)行了總結(jié),提出了建設(shè)性意見(jiàn)。本論文通過(guò)對(duì)山東魯能泰山足球俱樂(lè)部品牌創(chuàng)建過(guò)程中的各種因素進(jìn)行分析,為中國(guó)職業(yè)足球俱樂(lè)部品牌創(chuàng)建提供理論依據(jù),并有較好的實(shí)際應(yīng)用價(jià)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.
【學(xué)位授予單位】：武漢體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：G843

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