【摘要】： 在建設(shè)與市場(chǎng)經(jīng)濟(jì)體制相適應(yīng)的社會(huì)主義體育新體制的浪潮中,中國(guó)足壇于1994年率先進(jìn)行職業(yè)化改革,原有的專業(yè)足球運(yùn)動(dòng)隊(duì)轉(zhuǎn)變?yōu)樽灾鹘?jīng)營(yíng)、自負(fù)盈虧的足球俱樂部,按照市場(chǎng)經(jīng)濟(jì)規(guī)律運(yùn)行并獲得了較快發(fā)展,但同時(shí)也凸顯出無(wú)形資產(chǎn)開發(fā)利用不夠、市場(chǎng)化運(yùn)作水平不高等問題。在日益激烈的國(guó)際市場(chǎng)競(jìng)爭(zhēng)環(huán)境中,企業(yè)的競(jìng)爭(zhēng)已經(jīng)從傳統(tǒng)的產(chǎn)品和服務(wù)競(jìng)爭(zhēng)上升到品牌競(jìng)爭(zhēng)。職業(yè)足球俱樂部作為一個(gè)經(jīng)濟(jì)實(shí)體,良好的品牌塑造和管理能夠堅(jiān)定消費(fèi)者對(duì)俱樂部的喜愛和追捧,增加媒體、贊助商和社會(huì)對(duì)俱樂部的認(rèn)同,并最終使俱樂部獲得較高的經(jīng)濟(jì)效益和附加利益,因此,打造強(qiáng)勢(shì)品牌成為我國(guó)職業(yè)足球俱樂部經(jīng)營(yíng)管理改革的當(dāng)務(wù)之急。 本研究針對(duì)目前國(guó)內(nèi)對(duì)足球俱樂部品牌問題研究的空缺和薄弱,以打造職業(yè)足球俱樂部強(qiáng)勢(shì)品牌為切入點(diǎn),采用文獻(xiàn)資料法、比較分析法、邏輯推理法等研究方法,在進(jìn)行職業(yè)足球俱樂部品牌經(jīng)營(yíng)的內(nèi)涵界定及國(guó)內(nèi)外職業(yè)足球俱樂部品牌經(jīng)營(yíng)現(xiàn)狀對(duì)比研究的基礎(chǔ)上,探尋我國(guó)職業(yè)足球俱樂部品牌經(jīng)營(yíng)的制約瓶頸并提出相應(yīng)的對(duì)策。研究認(rèn)為:品牌經(jīng)營(yíng)將會(huì)為俱樂部帶來巨大的價(jià)值,能夠產(chǎn)生品牌溢價(jià)、促進(jìn)業(yè)務(wù)增長(zhǎng)、培養(yǎng)顧客忠誠(chéng)、高筑競(jìng)爭(zhēng)壁壘以及提升無(wú)形資產(chǎn)等。但與歐洲各大足球俱樂部相比,我國(guó)的職業(yè)足球俱樂部在一定程度上受到特有的宏觀經(jīng)濟(jì)政策和體育運(yùn)行機(jī)制的影響和制約,同時(shí)還存在著品牌經(jīng)營(yíng)意識(shí)不強(qiáng)、商務(wù)市場(chǎng)開發(fā)不力、球隊(duì)競(jìng)技水平不高、球隊(duì)名稱更迭頻繁以及品牌傳播推廣不力等阻礙品牌建設(shè)發(fā)展的問題,造成俱樂部品牌缺乏整體性和延續(xù)性,品牌價(jià)值也不高。雖然品牌經(jīng)營(yíng)遭遇困境,但這些情況都應(yīng)該視為發(fā)展中的問題。足球俱樂部品牌的形成和建設(shè)是一個(gè)長(zhǎng)期的過程,我國(guó)足球職業(yè)化僅僅十余年的時(shí)間,借鑒歐洲俱樂部的成功經(jīng)驗(yàn),職業(yè)足球俱樂部應(yīng)該通過管理體制建設(shè)、商務(wù)經(jīng)營(yíng)開發(fā)、提高競(jìng)賽成績(jī)等方式來夯實(shí)品牌經(jīng)營(yíng)基礎(chǔ),同時(shí)實(shí)施系統(tǒng)的品牌定位、品牌設(shè)計(jì)、品牌傳播以及品牌維護(hù)等強(qiáng)勢(shì)品牌創(chuàng)建策略,這樣,俱樂部的品牌一定會(huì)在不久的將來得到改善,職業(yè)足球也必將迎來更好更快的發(fā)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.
【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
【分類號(hào)】：G843

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