【摘要】：品牌傳播策略是企業(yè)的核心戰(zhàn)略,從長(zhǎng)遠(yuǎn)角度考慮,企業(yè)只有建立品牌,才能在市場(chǎng)上確立清晰定位和確保競(jìng)爭(zhēng)優(yōu)勢(shì)。依托市場(chǎng)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(jī),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(duì)該俱樂部的品牌傳播策略進(jìn)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(jìn)行,通過理論學(xué)習(xí)和分析,了解國(guó)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(jìng)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(zhǎng)期、成熟期三個(gè)階段。通過對(duì)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(gè)方面的問題,其一是品牌打造未能突出個(gè)性,其二是未能準(zhǔn)確把握消費(fèi)者即球迷的需求,其三是新媒體傳播手段運(yùn)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(duì)性的改進(jìn)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(jìn)而為品牌定位和品牌傳播策略設(shè)計(jì)提供基礎(chǔ)。論文得出,按照可衡量、可實(shí)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(jià)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(jìn)行設(shè)計(jì)。論文還提出了品牌傳播策略方案設(shè)計(jì)需要有經(jīng)濟(jì)保障、制度保障、人力資源保障等三個(gè)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(zhǎng)安大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G843

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本文編號(hào)：2130052