【摘要】：品牌傳播策略是企業(yè)的核心戰(zhàn)略,從長遠(yuǎn)角度考慮,企業(yè)只有建立品牌,才能在市場上確立清晰定位和確保競爭優(yōu)勢。依托市場發(fā)展的職業(yè)化的足球俱樂部也必然要遵循這一準(zhǔn)則。山東魯能泰山足球俱樂部自成立之初,就樹立了“建設(shè)百年俱樂部”的發(fā)展目標(biāo),十幾年間憑借不斷的投入和努力,取得了不俗成績,也樹立了極具知名度的品牌形象。本文以山東魯能泰山足球俱樂部為例,從品牌生命周期的角度,對該俱樂部的品牌傳播策略進行系統(tǒng)研究和論述,為該俱樂部的品牌傳播提供借鑒。本文的研究主要按照“發(fā)現(xiàn)問題——分析問題——解決問題”的思路進行,通過理論學(xué)習(xí)和分析,了解國內(nèi)外足球俱樂部品牌傳播策略的研究情況,結(jié)合山東魯能泰山足球俱樂部的發(fā)展歷程,按照競技體系發(fā)展程度的不同,將俱樂部的品牌傳播現(xiàn)狀劃分為起步期、成長期、成熟期三個階段。通過對發(fā)展?fàn)顩r的分析,查找出山東魯能泰山足球俱樂部在品牌傳播中存在三個方面的問題,其一是品牌打造未能突出個性,其二是未能準(zhǔn)確把握消費者即球迷的需求,其三是新媒體傳播手段運用不夠嫻熟�；谏鲜鲅芯考鞍l(fā)現(xiàn)的問題,論文提出了針對性的改進舉措。綜合考慮宏觀發(fā)展環(huán)境影響,通過分析,明確企業(yè)發(fā)展定位,進而為品牌定位和品牌傳播策略設(shè)計提供基礎(chǔ)。論文得出,按照可衡量、可實現(xiàn)、具體化等原則,山東魯能泰山足球俱樂部的品牌傳播策略要圍繞打造特色品牌形象、構(gòu)建有價值的品牌理念、準(zhǔn)確把握球迷需求、充分借力媒體作用等方面內(nèi)容進行設(shè)計。論文還提出了品牌傳播策略方案設(shè)計需要有經(jīng)濟保障、制度保障、人力資源保障等三個方面的保障因素。
[Abstract]:Brand communication strategy is the core strategy of an enterprise. In the long run, only by establishing a brand can an enterprise establish a clear position in the market and ensure its competitive advantage. The professional football club which relies on the market development must also follow this criterion. Shandong Luneng Taishan Football Club has set up the development goal of "building a hundred years club" since its establishment. Taking Shandong Luneng Taishan Football Club as an example, this paper systematically studies and discusses the brand communication strategy of Shandong Luneng Taishan Football Club from the perspective of brand life cycle, in order to provide reference for brand communication of the club. The research in this paper is mainly carried out according to the idea of "discovering problem-analyzing problem-solving problems". Through theoretical study and analysis, we can understand the research situation of brand communication strategies of football clubs both at home and abroad. Combined with the development course of Shandong Luneng Taishan Football Club, according to the different development degree of competitive system, the present situation of brand communication of the club is divided into three stages: starting period, growing period and mature stage. Through the analysis of the development situation, we find out that there are three problems in the brand communication of Shandong Luneng Taishan Football Club, one is that the brand building fails to highlight the personality, the other is the failure to accurately grasp the needs of the consumers, that is, the fans. Third, the use of new media means of communication is not skilled enough. Based on the above research and the problems found, the paper puts forward targeted improvement measures. Considering the influence of macroscopical development environment, this paper clarifies the orientation of enterprise development through analysis, and then provides the basis for brand positioning and brand communication strategy design. According to the principles of measurable, realizable and concrete, the brand communication strategy of Shandong Luneng Taishan Football Club should revolve around creating the characteristic brand image, constructing the valuable brand idea, and accurately grasping the fans' demand. Fully leverage the role of media and other aspects of the design. The thesis also points out that the design of brand communication strategy should have three factors: economic security, system guarantee and human resource guarantee.
【學(xué)位授予單位】：長安大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G843

【參考文獻(xiàn)】

相關(guān)期刊論文 前3條

1 劉曉宇;李廣大;;廣州恒大足球俱樂部奪冠中超職業(yè)聯(lián)賽的思考[J];武漢體育學(xué)院學(xué)報;2012年05期

2 郭惠先;林波萍;周興生;;恒大模式對中國足球發(fā)展的利弊分析[J];廣州體育學(xué)院學(xué)報;2012年02期

3 楊紅;;基于體驗營銷視角下旅游業(yè)發(fā)展問題研究[J];商場現(xiàn)代化;2007年35期

，

本文編號：2130052